The Luxury Lookbook : A unique catalogue for Fred Perry's fashion-forward audience

A unique catalogue for Fred Perry's fashion-forward audience

Tabloid newspapers by Studio Small for Fred Perry on green background colour

About Studio Small

Studio Small is a small but mighty creative agency, based in London's Shoreditch. Their fashion, design and luxury clients include Fred Perry, Ralph Lauren and Agent Provocateur.

The challenge

Studio Small needed to promote Fred Perry's four fashion releases each year in a unique way. They were inspired by the gritty feel of self-published zines and the "golden era" of magazines like NME. With the brand's "roots in subculture", this lo-fi style was a good fit for Fred Perry.

""The newspaper is a super cost-effective way to do mass print in an age of digital. It's enticing to look at but not too precious — customers feel comfortable picking it up and reading it.""
— Katherine Doubleday, Project Manager
Fred Perry Logo
Open tabloid newspaper with a young woman and the title 'rebel girl' on a green background

What they did

Studio Small chose the tabloid format because they wanted something customers would feel comfortable picking up. They say the catalogue feels collectable without being too precious and is "easy to read on the move." It's also "a super cost-effective way to do mass print in an age of digital."

What happened next

For the past two years, the newspaper has been a cost-effective way for Fred Perry to keep things current and get in front of a "fast-moving, fashion-focused audience." When customers buy something in store, the newspaper "completes the marketing content circle" and helps reinforce the Fred Perry brand story.

Thanks to Newspaper Club's fast turnaround, Studio Small says they "have the finished newspapers printed and delivered to Fred Perry's distribution centre in less than one week."

"A newspaper allows us to keep things current and get in front of a fast-moving, fashion-focused audience. And it’s a super cost-effective way to do mass print in an age of digital."
Cartoon image of three colourful newspapers

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