Don’t shop for it... Argos it. And a staggering 130 million of us do each year. The brand has a unique position in the market as the only true multi-channel retailer; with 18,500 products, 700 plus stores, the second most visited retail website in the UK, and around two thirds of the population owning an Argos catalogue at any one time. So as Argos’ strategic media communications consultancy, iris PR has a real challenge to create focus for this mega-brand that can be all things to all people.
Our strategy takes inspiration from the brand’s ubiquity and positions the retailer as having a unique insight into the mood of the British public. Our campaigns provide a real finger on the pulse of the nation, such as our recent story around Alternative Fashion Week showing how soaring sales of sewing machines represented a backlash against our disposable society, proving Brits were reverting to “make do and mend” principles in the face of the current credit crunch.
The story dominated the week’s news agenda, delivering national and broadcast coverage across the board, with spin-off fashion features and editorial comment, positioning Argos as the savvy choice for today’s shopper. You could say we had it sewn up...