The Overview

Betts is a West Australian-owned family business with more than 135 stores nationally. Over many decades, the company had operated as a traditional ‘cradle to the grave’ discount shoe retailer. In response to changes in the fashion retail market, the client decided to change tactics and focus on a much narrower segment, young women. The agency was briefed to relauch the brand as a fashion leader with a campaign that would also serve to showcase the new-look stores.