The goal was to make outfit styling more approachable, especially for customers who may not feel naturally inclined toward fashion—aiming at guiding Arcadia's customers in enhancing their look with straightforward, practical tips.
Solution
To bring this idea to life, we introduced a fictional character named Montague Burton—a stylish, knowledgeable gentleman who offered tips and insights into fashion styling and outfit building. Montague was crafted as a nod to Burton's founder, serving as both a homage and a guide to help customers appreciate the art of creating a polished outfit.
Challenges
Communicating Montague's story and styling advice within the store required reimagining the layout. Poor-performing product lines were removed to make space for the new concept, transforming the in-store experience. This innovative approach proved highly effective, as customers responded positively to guidance from a friendly, knowledgeable figure like Montague.
Outcomes
Montague Burton's style tips resonated with customers, driving a notable increase in final checkouts. His character quickly became a central brand pillar, drawing in new customers while deepening loyalty among existing ones. The initiative boosted sales by an average of 6%, underscoring the success of the concept and campaign.
