She Likes

SheLikes.com was tired of sitting on the sidelines of the ecommerce fashion market and wanted to compete with the big boys on a tighter-than-lycra budget.

Challenged with launching SheLikes.com’s new-look website and branding, Peppermint strategised a fun, headline-grabbing campaign to position it as affordable, stylish and ethical.

The Minimum Wage Dress, or MWD, was conceptualised to appeal to the target audience – women aged 16 to 24 who were either in education or low paid jobs. The price was fixed at £3.68, the UK’s minimum wage for under 18s at the time, so customers could literally exchange an hour’s pay for an on-trend new frock.