Littlewoods is launching a new identity this week, created by Wickens Tutt Southgate. The retailer also plans to extend its retail refurbishment programme, developed by former WTS stakeholder Rodney Fitch & Co.
WTS won the restyling job last spring. Littlewoods is currently three years into a five-year marketing plan, aiming to reshape the business, from retail to home shopping and the Internet.
The new identity sees the Littlewoods name in italics on a green to blue shaded background.
Littlewoods group marketing director Susan Murray says the overall objective is to integrate the propositions of the 220 branded Littlewoods stores, its Index catalogue shops, and its catalogue shopping business.
“The aim of the branding is to move the brand forward but protect the accessible and trustworthy values,” says Murray.
The first version will be on the Spring/ Summer 2000 catalogue, mailed to customers next month.