I completely re-designed the catalogues that were the basis of Farmers' campaigns, with high-end styling, top models and photographers, and location, location, location.
I also launched two offers, Cherry on the Top and Farmers Stockup Sale, that were hugely successful, allowing value-add purchases rather that price-off discounts. Cheery on the Top is still being used today.
Central to the success of the campaign was to portray our apparel as Fashion (yes, capital F), not basics. Previously Farmers had tried to introduce brands to gain a fashionable position, I treated all their apparel as fashion, with top models, photographers, stylists and international locations.
Most of all I took that look, that fashion credentials, into Farmers TV advertising, till then based on Basics and price. The strategy equating value as "This quality at this Price" changed the whole way people looked at Farmers and the price point Farmers could charge for their apparel.