Matalan gets a refresh with new brand positioning

By

Barbara Santamaria

Published
Mar 6, 2020

Matalan has unveiled a new brand positioning with a campaign that celebrates the joy of bringing a sense of style to the everyday. 'Real Life Ready’ is the brand’s biggest rebrand in its 35-year history.

Launching this Saturday with a 60 second TV ad on ITV, it's called ‘Real Life Ready’ and was designed by McCann Manchester to present a more confident Matalan, which, despite having a large store portfolio that rivals that of Topshop, remains a more muted voice on the high street.

The campaign shows a colourful mix of scenarios the audience should be able to relate to, from a mum stepping out in style on the school run, owning it at work while spinning a thousand plates, to a couple getting ready for a date.

The strategy follows extensive consumer research into the unique qualities that make Matalan stand out from the crowd.

CEO Jason Hargreaves said: “Since our foundation 35 years ago, Matalan has been proud and passionate about offering real value and quality to all our customers, it’s what we do each and everyday.  Our new brand positioning, ‘Real Life Ready’ encapsulates this commitment. You will be seeing a bolder, more confident Matalan.”

The multifaceted ‘Real Life Ready’ positioning will be launched internally and externally across the business and across press, digital, cinema, social, owned and earned channels. Existing and new stores will feature the campaign, which will also be incorporated into the store refurbishment programme. 

The TV strategy will run throughout 2020.