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.
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.
— Katherine Doubleday, Project Manager "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."
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."
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.