Biba - Marketing Strategy

Marketing Strategy

The Biba logo played a crucial part in Biba’s success; the logo was gold and black which reflected the growing taste in youth for art deco. The logo was designed by Antony Little. To create a look for Biba in the first store, Little painted the Biba sign above the shop and blacked out all the windows. The blacked out windows didn’t allow the store’s interior to receive any sunlight, which was vital for the Biba’s art nouveau atmosphere.

The Biba logo was customized in various ways to be appropriate for all the different products. Every product had the Biba logo on it. The labels showing size, color and price all resembled a similar style. Biba was the first to set a standard for brand marketing and the first high street store to create a look for itself. The logo was seen on everything: from clothes to food, to wallpaper.

Biba's layout was innovative and was set to enhance the clothes rather than just to hold them. The clothes were also displayed in an unusual manner, from the beginning hanging on coat stands. Since coat stands can not hold a lot of clothes many were needed. Fitz shopped for them all year round, so that he could secure as many as they needed in the store, while ordering hundreds more. Biba was also the first store that let customers try makeup before buying it. This started an unusual routine; women came to Biba before work with no makeup on, put it on in the store and then rushed to work.

Biba never exhibited anything in shop windows, believing instead that people would be intrigued and seduced to enter the shop by their captivating store interior seen from outside.