We were challenged by ALDO to reposition them in the market place, increase fashion credentials by appealing to the fashion industry’s early adopters and up retail doors in Selfridges to help broaden the brand’s appeal whilst maintaining their consumer base.
Surgery Group worked on the project from idea through to execution. Through our strategic repositioning plan we launched the ALDO Rise concept by partnering with London Fashion Week, engaging catwalk designers Preen, J.W. Anderson and Mark Fast to design a high end exclusive range – ALDO Rise -. The limited edition range was sold into Selfridges as an exclusive pop-up store. Selfridges launched the range a month prior to being sold through any other retail outlets worldwide.
The ALDO Rise initiative enabled ALDO to secure presence in the coveted Selfridges window display. The ALDO Rise initiative has continued with further designer collaborations, ALDO has successfully appealed to their desired target consumer whilst maintaining their existing one. The PR value reached in its first season was of £516,028.00.