Declaring the digital high street 'o-fish-ally' open: an online growth success story
Weird Fish is a clothing retailer with both brick and mortar locations and a growing online presence. As with all non-essential shops in the UK, the March 2020 lockdown closed all Weird Fish stores. Overnight there was a big warehouse of stock and no open shop windows for it to be sold through. Retail was the worst hit industry as a result and job losses exceeded 40,000. 2020 saw some big brands fold such as Animal and Debenhams, so the stakes were raised to get the online offer right and start bringing customers in through the digital high street. As a response to this the business had no option but to continue trading online and increase investment there to keep the business afloat. A quick overhaul of the account was required as there was a prominent skew towards customers already familiar with the brand, and minimal activity attracting new ones.