UK fashion powerhouse, The Very Group, has been in retail media since 2012 – before many other players saw its potential. However, it has moved with the times and has evolved into something of a unique proposition in marketing, drawing not so much on customer loyalty scheme data as many retailers (rightly) do, but instead leveraging a different level of insight from its customers’ personal, shopping and financial data.
Relaunched in 2024 as Very Media Group, it now has access to data from more than 1.4mn daily site visits and 4.4mn active customers. Since relaunching its platform, The Very Group has shown the power of its rich customer dataset and leading creative capabilities in optimising its own brand marketing, driving material growth in brand attribution, sentiment and shopper intent.
Campaigns within the new ‘Let’s Make It Sparkle’ creative platform, including the fashion-forward ‘Haus of Flamingo’ have achieved wide acclaim, with the Christmas advert launching the brand’s three flamingo fluent devices being ranked as Kantar’s second most persuasive Christmas ad of 2023.
Now, drawing on technology from SMG, Very Media Group aims to bring the power of this deep consumer insight to brand partners, helping them connect to the distinct Very audience at scale. This has led the company to look using its data not just for targeting ads, but also to aid in generating creative and campaigns.
In April 2025, Very Media Group opened the doors on its own creative studio – HelloStudio – with the express intention of using data as part of the creative process.
This new proposition will provide a multichannel creative service that taps into the latest technology, offering bespoke and tailored content that connects brands to their consumers.
The HelloStudio team’s experience already spans big household names across diverse categories, from Adidas and Apple, to Levi’s, Ray-Ban Meta and SharkNinja, helping deliver material increases in key measures such as sales, ROAS and social conversions.
Using data, retailers can tailor creative, including messaging, based on hyper-specific audience segments. For example, a fashion/clothing brand can adjust its messaging in real-time to match the weather forecast in a shopper’s location.
Even financial data can drive creative decisions, for example showing different product tiers based on a shopper’s credit threshold, speaking directly to the shopper’s needs, context and buying power. Customer data can also be used to provide a deeper understanding of consumer behaviours and major events in peoples’ lives such as moving home, having their first child, their child starting school etc. Creative can then be tailored to match these significant events as they occur in an individual’s life patterns through personalised product recommendations. This kind of dynamic, data-driven creativity can live across every touchpoint: email, social media, web – anywhere retail media extends its reach.
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