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Blacks, the outdoor clothing store, had a tough time during the recession and reports in the press of store closures had left the public unsure whether they were still trading.
Our research suggested there was a reason people weren’t buying outdoor clothing: the average urban-dweller rarely explored their own great outdoors seeing it as homogenous and inaccessible, and had little to no idea what they could do if they did. So how could we inspire the public to get outside and explore England, whilst showing off Black’s range of outdoor clothing and apparel?
We invited them to Access All Areas.
Our research suggested there was a reason people weren’t buying outdoor clothing: the average urban-dweller rarely explored their own great outdoors seeing it as homogenous and inaccessible, and had little to no idea what they could do if they did. So how could we inspire the public to get outside and explore England, whilst showing off Black’s range of outdoor clothing and apparel?
We invited them to Access All Areas.
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