Solo appoints Aura to manage brand development
Solo, a ladies fashion boutique, originally launched in 1984, still remains on Hyndland Rd, one of the hippest locations in the west end of Glasgow.
Solo, an independent boutique, is home to some of the coolest profile brands in Scotland, having been the first and still only the second, retailer in Scotland to stock Marc Cain. Other brands include HIGH, Repeat Cashmere, NOT SHY Paris and Eileen Fisher. Samantha prides Solo on stocking upcoming brands which are quickly becoming recognised. She travels to Paris, Milan and London each year to hand pick the clothing for the shop.
Solo is run by Samantha Breckenridge, in her early thirties, and she has owned the shop for five years. Samantha recognises the need to direct the brand into a new, younger market. Solo has sold ladies clothing to mid 50’s ladies for some 30 years, but a change of direction is required given the change in spending, the residents in nearby areas such as Hyndland, Jordanhill and Bearsden and the fast-pace at which retailers have to work to engage people who visit shops rather than shop online.
Aura has been briefed to look after the development of the brand, which includes a refresh, new website, launch and ongoing digital marketing and PR support.
For starters, we’ve helped develop ideas for seasonal visual merchandising and we’ve already covered Christmas and Valentine’s Day.
Aura is working with a designer and developer to get the brand and website launched this spring. Following that, a relaunch event will take place and we’ll be engaging stylists, bloggers and the media to tell them what Solo is all about and discuss opportunities to feature Solo and its products. In addition, Aura will be advising on social media strategy and helping develop content for ongoing use on Facebook and Instagram and will also be developing its email marketing programme.
If you’re interested in Aura’s support for your retail business please get in touch.
Solo is on Instagram @solo_181 Twitter @sologlasgow and Facebook here.