Mary Portas has long been known for her retail expertise, holding a regular column in the Telegraph and having previously fronted the TV programme ‘Mary Queen of Shops’, as well as being asked by David Cameron to help revamp the British high street. But her new project sees the retail guru put her own reputation on the line, as she designs and launches her own fashion range exclusively aimed at giving grown up women an alternative to the teenage fashion or frump on the high street. ‘Mary Queen of Frocks’ sees Channel 4 follow Mary as she sets up shop in House of Fraser on Oxford Street and takes on the high street once more.
The fashion line first launched in House of Fraser on August 18, but it was the accompanying TV show that caused a stir in BrandIndex. Attention scores for the retailer rose from 9.2 on October 4 to 12.8 on October 24. Buzz around the brand also showed a significant increase, moving from 5.1 points when the show first aired to reach a high of 8.9 points on October 24.
Amongst the target audience of women, Buzz showed an even more positive response to House of Fraser, with scores increasing from 5 points on October 4 to 10.5 points on October 26. Overall noise around the retailer was also higher amongst this demographic with Attention increasing from 8.9 to a high of 15.7 on October 24. Mary Queen of Frocks, Shops and BrandIndex!
*Every day, 2000 BrandIndex respondents rate brands either positively or negatively across 7 values (Quality, Value, Reputation, Impression, Advocacy, Satisfaction and Buzz) on brand perception. For each value, the proportion giving a negative answer is taken away from positive to give a single score that can range from -100 to +100.