High street department store House of Fraser had an image problem. Its key audience of fashion-conscious women felt the brand was stuck in the past and not for them. Cue one famous model, Yasmin Le Bon, some playful photography, a bold new look and a new positioning endline that made the store stand for something everyone wanted: temptation on every level. The result? A 7% uplift in sales during difficult Spring/Summer trading conditions and their healthiest half-year results ever.