Jamie Dornan shot by Mario Sorrenti
British luxury heritage menswear and womenswear brand.
With the objective of restoring this iconic brand to its former glory, global marketing led with ad campaigns featuring Pierce Brosnan and Gisele Bündchen with the aim of attracting a new, younger male and female customer whilst maximising loyalty amongst existing core clients.
As Aquascutum’s full-time Director of Marketing & Communications, Charlotte recruited a new HQ team and international agencies. Existing foreign market teams were brought more closely on board to deliver a consistent global brand message while the valuable heritage and engaging story of the house were given centre-stage and reimagined for modern relevance. With strong, international advertising, engaging brand communications through editorial in each market and focussed media partnerships and events, the brand resonated amongst its target audience as reach and sales built year on year.
Charlotte was a company director from 2005 to 2010.
THE THINKING TRAVELLER
Exclusive upscale Mediterranean villas for holiday rental.
Charlotte was appointed to strengthen the brand to maximise loyalty amongst existing clients and to attract a new customer base, 10 years after launch.
The combination of a strategic mix of brand work to identify a strong point of difference, tone of voice and engaging stories; a focus on luxury across all customer touch points; and authentic brand partnerships to broaden reach, delivered a robust base upon which to build successful future growth.
The Thinking Traveller has gone on to broaden its portfolio of destinations and its customer base – and consistently wins Condé Nast Traveller UK’s favourite villa rental company award in the magazine’s annual Readers’ Travel Awards.
Rosehip client from 2010-2012
Yasmin Le Bon shot by Roger Rich
E-commerce SME offering luxury quality womenswear at attractive prices.
Appointed at launch by Founder & CEO, Kim Winser OBE (who had hired Charlotte at Pringle of Scotland and again at Aquascutum), Charlotte is the brand’s freelance Director of Marketing & PR and is part of the senior management team.
Marketing and PR since launch has been lauded as “punching above its weight” by fashion industry insiders. A strategic mix of creative, cost-effective tactics around launch focussed on building a customer database, engaging leads through exclusive events, delivering strong UK editorial and building loyalty through CRM and digital marketing. The programme has grown over recent years to include UK & US advertising, advertorials, seasonal trunk shows, tactical promotions, brand partnerships, celebrity dressing, brochure inserts, social media and influencer programmes – constantly supported by high-level editorial in strategic media titles.
Rosehip client since 2013 launch