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Mothercare's CEO predicts a “sustainable and profitable future” after their recent decline in sales and YouGov data suggests he could be right.

Childcare and maternity wear brand Mothercare have reported a decline in like-for-like sales since January. The retailer has closed 30% of its 137 stores, after admitting it has been going through a ‘perilous’ financial situation in May last year.

Despite this, Mothercare looks to remain well established in the retail space according to YouGov BrandIndex data. Some indicators of brand perception have remained steady since July 2018, with Consideration scores between +6 to +10. And, crucially, Mothercare is performing well among its core target market of parents.

The brand’s marketing strategy may be one reason for this. Mothercare seems to understands their core demographics, which was reflected in its recent campaign released in February, which featured the post-partum bodies of new mums with the slogan “Beautiful, isn’t she.” The campaign was followed by a 1.7% increase in Mothercare's Ad Awareness scores with females generally, and a larger 5.4% jump with women who have a child at home.

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