01 · Brief
The brief
Westmark had been ‘the place your dad bought his coat’ since 1983. We were briefed to keep the regulars and earn a generation younger.
02 · Approach
How we worked
Two-week strategy with the founder, then a category reposition (‘the British outfitter for people who think weather is a discipline’). New identity, new store design rolled out across 9 sites, content engine running on shoots in the Hebrides and Cornwall.
03 · Outcome
What landed
Twelve months post-launch: DTC revenue up 58%, AOV doubled, IG followers up 126%. The Sunday Times wrote a feature without a press push.