The Showroom by Elle x Tu

Client: Tu (Sainsbury’s Group)

The shopping environment plays a hugely important role in our perception of fashion. Unfortunately for Tu, living in the aisles of a supermarket had created preconceptions about the brand’s offering that were damaging its potential. Whilst people were going to Tu for functional items like basics or kidswear, they were failing to see the great quality and stylish clothing that Tu has to offer. We set out to change this.

In order to change people’s perceptions, we knew we needed to remove all of the unhelpful noise around the clothes and get people to focus on their intrinsic style and quality instead. We partnered with go-to fashion tastemaker Elle to create a high-end shopping experience worthy of Tu’s chic womenswear. Taking Tu out of the aisles of Sainsbury’s, we put the brand shoulder-to-shoulder with high-end fashion brands by creating ‘The Showroom,’ an exclusive pop-up store in Soho. The twist? We didn’t tell anyone it was Tu. Initially presented with no branding or labels before revealing that the clothes were all from Tu, we upended people’s preconceptions and showed them that Tu has a range of chic womenswear for every occasion. Thankfully our risk paid off and the results of the campaign were exceptional. Shifting people’s view of Tu’s quality, style and desirability, we drove double digit increases in consideration and purchase intent, showing that the clothes really do speak for themselves.