Shmooz Advertsing: Before Social Media and Google!

It wasn't always digital...

At Shmooz, we’ve always been passionate about pushing boundaries - not just in fashion, but in how we connect with you, our customers. Today, most of our advertising efforts revolve around digital platforms like Google Ads, Facebook and Instagram. But believe it or not, there was a time when social media didn’t dictate the marketing landscape, and we had to get creative in entirely different ways.

Before the days of pixels, hashtags, and algorithms, our store in St Andrews relied heavily on traditional, grassroots promotional tactics to spread the word. Our team hit the streets (literally), using printed flyers and condoms distributed in bars and clubs, plus running catchy radio spots.

Back then, we had to tailor our approach depending on who we were speaking to; and in a place like St Andrews, that meant three distinct groups: locals, students, and tourists.

For the Locals: Bringing Big-City Style Home

We knew St Andrews locals often felt they had to travel to Dundee or other Scottish cities to access high-end, designer fashion. Our mission was clear: show them they didn’t have to leave town to look good. Our printed campaigns highlighted the convenience and exclusivity of shopping local, without compromising on style.

For the Students: FRESH Starts Here

For students at the University of St Andrews, we leaned into the energy and excitement of a new academic year. Our “FRESH” campaign played on multiple levels: the fresh start of a new term, the latest fresh styles in-store, and of course, the “freshers” themselves. It was youthful, vibrant, and fun... Exactly the kind of tone that resonated with our student audience.

For the Golf Tourists: Style That Avoids the Rough

Let’s be honest - golf fashion has a reputation, and not always a good one. With a wink and a nod, we poked fun at it in our advertising to golf tourists. Our cheeky slogans like “Avoid the Rough” were designed to get a laugh, while also planting the idea that it was time to up their style game, both on and off the course.

For the Tourists: From the Home of Golf to the Home of Fashion

St Andrews is famous around the world as the home of golf but we wanted to add another title to the town’s reputation. Our campaign aimed at general tourists flipped the narrative with the bold claim: “St Andrews: No Longer Just the Home of Golf, Welcome to the Home of Fashion.” It sparked curiosity, conversation, and most importantly, foot traffic.

Seasonal Highlights: No One Looks Good Nude

We also loved playing with seasonal messaging. One of our most memorable campaigns, “No One Looks Good Nude,” was a favorite, reminding shoppers that layers aren't just practical, they’re an opportunity to show off great style. It was clever, humorous, and distinctly Shmooz.

While the tools may have changed, our goal has always been the same: connect with people, make them smile, and help them look their best. Today’s digital platforms let us reach far and wide, but there’s still a special place in our hearts for the traditional methods that helped put us on the map.

Scroll down to check out some more of the original campaign materials from those pre-Google and pre-Facebook days.

The Shmooz Team 💙💜

P.S. There was one other way we advertised back in the day that is a particular favourite of ours, check back tomorrow to find out what...