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How Weird Fish ditched discounts, refreshed its image and won over younger consumers
Winning the Gold award at The Drum Awards for Media 2024 in the Performance category is Launch for Weird Fish, with a robust performance strategy that helped bolster brand reputation and drive sales. Here is the award-winning case study.
Weird Fish renewed its image while attracting younger customers with a refreshed performance strategy
Winning the Gold award at The Drum Awards for Media 2024 in the Performance category is Launch for Weird Fish, with a robust performance strategy that helped bolster brand reputation and drive sales. Here is the award-winning case study.
Keen to ditch an over-reliance on discounting in favor of stronger brand-led campaigns, UK-based clothing retailer Weird Fish partnered with Launch on a multichannel performance strategy to drive website sales, elevate brand reputation and wean customers off discounts to improve margins.
This was, of course, no easy task during a cost of living crisis, with bargain prices a top consumer priority. The challenge was compounded by crowded e-commerce market conditions in which increasing numbers of online fashion retailers are competing for consumers' limited disposable income.
In particular, the brand hoped to achieve a 30% increase in the clickthrough rate on non-sales-focused ads across paid search and paid social…
Weird Fish has reported rising profits despite a dip in sales as it ramps up UK expansion
Weird Fish posted an 80% rise in EBITDA to £2.6m for the full year to December 31, 2023.
Gross profit at the fashion retailer was up 14% to £21.3m and the company’s gross margin was up to 56% during the period,
Revenue at Weird Fish dropped 4% to £38m, which the retailer said was a result of narrowing its focus on “improving profitability and greater sell-through at full price”.
During the year Weird Fish said it accelerated its investment in both online and its stores, as well as reducing its overall discounting across the business.
The fashion retailer also hailed its “better-coordinated marketing campaigns” and increased average basket size value.
Weird Fish said it remains on track to end the year having opened 12 new stores and has plans to open a further seven stores in 2025, doubling its store estate since chief executive David Butler joined the business at the end of 2023.
Weird Fish reported trading during this year so far to be “in line with management’s expectations”, and added that it anticipates improved profitability and further UK expansion as it progresses.
The retailer also confirmed it has signed deals with Next Label Plus, Mountain Warehouse and Debenhams…
Weird Fish to embark on store and international expansion plan
The outdoor lifestyle fashion brand has brought in former Crew Clothing boss David Butler to pursue new growth, acording to The Times.
The new chief executive reportedly wants to “emulate” what he did at during his seven years at Crew Clothing where he doubled turnover to more than £120m and expanded its retail footprint by almost 30% to 100 stores.
Butler also has ambitions to grow Weird Fish’s wholesale and international businesses.
Weird Fish operates 26 stores across the UK and has 300 stockists including Next and John Lewis. It has been backed by Total Capital since it was bought from Piper Private Equity in 2017.
Butler was chief executive at Crew Clothing until May this year, departing shortly after its owner rejected a management buyout proposal. Prior to Crew, he spent six years as European managing director for footwear brand Ecco.
Butler told The Times the growth plan will be “driven aggressively by store expansion through concessions, shop openings and partners” and he believed Weird Fish was a “well established and well regarded business that has never realised its full potential”.