The objective was to make outfit styling more approachable for customers who may not feel naturally confident in their fashion choices. The campaign sought to educate and inspire Arcadia’s shoppers through straightforward, actionable tips designed to elevate their wardrobe and confidence.
Solution
Introducing Montague Burton, a fictional yet charismatic style advisor inspired by the brand’s founder. Montague became a friendly, knowledgeable presence, offering accessible and relatable fashion advice. Through in-store displays, engaging visual storytelling, and carefully crafted copywriting, he infused the shopping experience with charm and authority, guiding customers in building polished, cohesive outfits.
Challenges
Integrating Montague’s presence into retail spaces required a complete rethink of the store layout. Underperforming product lines were replaced with immersive styling zones dedicated to Montague’s tips. The challenge was balancing informative storytelling with commercial priorities, ensuring every piece of advice translated into purchase intent.
Outcomes
The Montague Burton initiative proved highly effective, increasing sales by an average of 6%. Customers responded enthusiastically to the personable, educational approach, and Montague quickly evolved into a key brand touchpoint, strengthening customer loyalty and driving both engagement and conversion.
