Revamp the Denim department both in-store and online, focusing on improving communication about crucial details like fit, rise, and pricing to enhance the shopping experience

Utilise strong, bold typography and colours to make the Denim department stand out within the George group of sub-brands and collaborations, while adhering to brand refresh guidelines. Implement a clear fit guide consistently from online to packaging, simplifying the shopping process for customers.

The Denim department's refresh coincided with similar updates from competitors. Despite this, sales surged by over 15% week-on-week, particularly online, where the strength of the sub-brand became evident.