Elevating F&F from Supermarket fashion to holistic lifestyle brand

The Challenge

Building F&F Clothing & Home as lifestyle brand, capable of competing with brands beyond the supermarket category, taking on fashion & home giants across in-store & e-commerce

Standing out through elevating style perception to grow audience and sales impact,.

Actions

  • Defining strategic approach, objectives, audience, content, influencer & drumbeat moments to show up in an elevated fashion

  • Building premium principles to bring

  • Templating approach to productions to adopt curated style, relevant trends and fashion and home-first content

  • Driving key message balancing Style & relatability when launching Campaign or Always On moments

The Results

  • Bringing in new fans

    Average 93K+ Yearly Audience Growth for Clothing & 58K+ new fans for F&F Home

  • Increasing eyeballs on F&F

    332M+ Impressions & Views in 2025

  • Competing on Style

    9pt increase in Style Perception YoY from 2024 to 2025

  • Dream it.

  • Build it.

  • Grow it.

  • Sell it.

Next

Bumble #myblackloveis