Nobody’s Child’s latest campaign positions it as the “go-to” brand for plans.

Going on holiday? There’s a Nobody’s Child outfit for that. Attending a wedding? Wear a Nobody’s Child dress. Need a last minute outfit? Nobody’s Child.

Retail Gazette sat down with the retailer’s CEO Jody Plows.

She explains that its ‘Going Somewhere’ campaign first launched in the spring and has evolved as the weeks have gone on to have a “lighter, more spontaneous feel”.

According to Plows, it is essential that the campaign feels true to the Nobody’s Child brand and how it wants its customers to feel.

For the ‘Going Somewhere’ summer campaign that means providing “inspiration, escapism and the emotional lift of getting dressed in the summer”, while staying true to the way the brand’s “customers live, shop and dress”.

Plows says: “Going Somewhere reflects what we want the brand to stand for and how we want our customer to feel. It’s not about changing how people see us, but strengthening what they already come to us for: considered pieces that work for real plans and real wardrobes.

“We love that there’s an air of empowerment behind Going Somewhere that taps back perfectly to our brand. We’re on a mission at Nobody’s Child and this campaign captures that spirit. Recently B Corp Certified, we value fair and transparent supply chains, circular business models and materials that reflect our commitment to a more responsible fashion industry.”

She hopes the campaign brings a sense of joy and excitement for getting dressed for summer.

She says: “Whether our customers are shopping for an occasion, packing for time away or looking for something that makes a simple plan feel more special, we want them to see Nobody’s Child as a place to find pieces made for every summer moment.”

According to Plows, social media and digital are a huge part of how the retailer’s customers discover and connect with the brand.

She says: “They allow us to bring the campaign to life.”

However, for this year’s summer campaign Nobody’s Child plans on “deepening” the campaign’s narrative by using physical experiences throughout the summer.

Nobody’s Child has measured success for this campaign by looking at both brand and commercial impact, awareness, engagement, traffic and conversion have all played a role in determining its success, according to Plows, but so has customer response.

She highlights that a “successful campaign should inspire our customer, strengthen the brand and support the wider business.”

She says:  It [the marketing drive] gives us a clear story across the season. Our Going Somewhere campaign works across product, content and multiple channels, while speaking to the moments our customer is shopping for now: holidays, weddings, the races, weekends away, dinners and everyday summer plans.”

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