Four IV’s final piece of work for Warehouse will be unveiled this week, following a shake-up of the fashion retailer’s branding and interiors consultancies.
Branding and graphics will subsequently be handled by multidisciplinary retail and fashion group Label at J Walter Thompson, appointed last month following a three-way pitch against Brave PR and Frank PR.
Four IV’s work, which comprises Christmas in-store graphic material, launches in-store in about a week’s time. The consultancy did not repitch for the work and has ‘no plans’ to work with Warehouse in the future, according to a Four IV spokeswoman.
The consultancy has only worked on individual projects over a period of about a year, she adds.
Label’s appointment follows the appointment last month of Brinkworth to design concepts for Warehouse’s store refurbishment programme. Brinkworth succeeded in a pitch against Four IV, CDW and Wingate and Moon Design to win the work.
The first interiors work is scheduled to appear at the Warehouse Spirit concession in London’s Selfridges in February 2002. The new look will roll out to 25 Warehouse stores nationwide if the Selfridges prototype is successful, says Warehouse head of marketing, Beverley Johnson.
Brinkworth has been briefed to give the stores a ’boutique’ feel and to better communicate its brand values: clean, sexy, stylish and confident, says Johnson.
Label’s work will be featured in all stores nationwide and it will also look at Warehouse’s ‘overall tone of voice across all communications’, says Johnson.
She says the store refurbishment programme was always planned and has not been accelerated following the sale of Warehouse from Arcadia to Rubicon Retail last month.