Luxury British lifestyle brand Smythson has launched the second phase of its For A Life Well Written campaign, which puts the brand’s notebooks at the heart of its marketing push.
Smythson
The company has a handbags and business/travel bags business but is perhaps best know for its luxury stationery items and this campaign transports New Year’s resolutions from the pages of a Smythson notebook onto the streets of London.
The campaign can be seen in key locations throughout East and West London, as well as across the brand’s organic social channels this month.
Smythson said that the second phase of For A Life Well Written “brings a playful approach to the reality of January goal-setting. The campaign aims to celebrate the power of writing by showcasing these statements on Smythson’s signature featherweight blue pages, whilst also tapping into the brand’s distinctive personality”.
The company, which launched the first phase of the campaign back in September, appears to have been recovering from a tough few years. While it last filed its accounts almost a year ago so we don’t have up-to -date numbers, back then it showed most retail stores back to pre-Covid numbers.
Total sales rose and while the company remained loss-making, the loss narrowed. At the time it was still suffering the impact of slow traffic in its travel locations. It’s to be hoped that the accounts to be filed in a few months’ time will show a bounce-back there as a buoyant travel sector was a key theme of 2024.
