ABOUT

Watching the spiral of decline in so many of the UK high-street's most famous brands, I wanted to see if it were possible to engage one, in this instance the Mothercare management team, in conversation about revival; one built around stabilising and reinvigourating the brand at retail; and a strategy that the whole company could get behind and based on culture-building rather than cost-cutting.
The idea - 'Project Stork' - was a pitch covering a lot of ground, and really fast, as it seemed time really was of the essence. From a platform, to messaging across channels to a pop-up retail concept (ironically to get the brand back on 'high street' of malls) and into the conversation of the employees, the presentation was shared with the board.
And.
Nothing.
And Mothecare continues to drift, Watching the spiral of decline in so many of the UK high-street's most famous brands, I wanted to see if it were possible to engage one, in this instance the Mothercare management team, in conversation about revival; one built around stabilising and reinvigourating the brand at retail; and a strategy that the whole company could get behind and based on culture-building rather than cost-cutting.
The idea - 'Project Stork' - was a pitch covering a lot of ground, and really fast, as it seemed time really was of the essence. From a platform, to messaging across channels to a pop-up retail concept (ironically to get the brand back on 'high street' of malls) and into the conversation of the employees, the presentation was shared with the board.
And.
Nothing.
And Mothecare continues to drift, which is a real shame.