Ciro Citterio hires Kudos to take the brand upmarket

High street menswear retailer Ciro Citterio has hired Kudos for its

consumer PR as the new owners begin a substantial investment

programme.



Trident Fashion bought the retailer in June and has appointed the agency

to take the brand upmarket.



Kudos MD Lindley Baptiste, who takes charge of the account, said: 'We

will make the brand more aspirational. We want to position it alongside

Boss, but with a more accessible price.'



Baptiste said Kudos's main challenge would be to overcome existing

negative perceptions about the company within the style press. A number

of sponsorships and tie-ups with mens magazines were already in the

pipeline, he said.



'We will be controlling the image and organising photography for the

spring and summer campaign,' he added.



It is the first time Ciro Citterio has used external PR. The agency,

which won the account after a direct approach to the client, will report

to Peter Fitzpatrick, Ciro Citterio operations director.



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