Mothercare turns to Mischief to build consumer loyalty

Struggling maternity and children's clothing retailer Mothercare has appointed Mischief for a retained brief to help the brand build consumer loyalty.

Myleene Klass: Launching new store
Myleene Klass: Launching new store
Mothercare has brought in Mitchell Kaye’s agency for an undisclosed budget as it looks to ‘build brand loyalty and relevance through a series new moments and brand activation’.

The struggling chain is undergoing a £35m overhaul that will see around a 100 of its UK stores closed and the loss of about 800 jobs. The biggest hit is expected to be felt by its Early Learning Centre stores. The retailer is expected to take three years to return to profit.

The company commenced a brand relaunch this week by recruiting the services of singer turned presenter Myleene Klass to open a new 30,000-square-foot store, in Edmonton, north London.

The new store features an indoor buggy assault course to road-test prams and buggies.

Mischief will support the Mothercare press office and marketing team, reporting to newly appointed CEO Simon Calver.

Mischief won the brief following a competitive pitch and does not replace an agency.

Kaye said: ‘Mothercare is an iconic brand with an incredible heritage. We're on board to help it write the next chapter of its story, across multimedia channels, in a very Mothercare way.’

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.