Austin Reed selects Trew to extend brand's appeal

Lifestyle fashion brand Austin Reed has taken on Trew Public

Relations to step up its UK consumer and trade PR.



The agency, which specialises in fashion and performance brands, was

awarded the six-figure account after pitching against five other

agencies.



Incumbent agency Neville McCarthy Associates did not re-pitch following

what a spokesman described as a 'broad review of the brand's

communications strategy'.



Agency director and founder Larissa Trew will head a five-strong team,

reporting to Austin Reed brand marketing controller Hashim Ladha.



'We will be responsible for instigating a number of high-profile

initiatives to generate widespread awareness of the revamped Austin Reed

product portfolio, and the 2002 seasonal collection,' Trew said.



She added that the agency would also handle all media relations and

would work alongside Austin Reed's ad agency, Section D.



'Our brief is to accelerate the shift in consumer perception and broaden

the brand's appeal among its target audience,' Trew added.



Austin Reed group marketing director Andrew Woodward said Trew would be

asked to persuade existing and new customers of the brand's relevance

'to consumer lifestyle trends in terms of product, design, performance

and service'.



In July, the clothes maker appointed BSMG Worldwide president Angela

Heylin as a non-executive director.



Austin Reed operates 50 dedicated stores in the UK, and its lines are

available in 1,400 outlets worldwide.



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