Peacocks to improve fashion credentials

Low-cost retailer Peacocks is to promote the fashion credentials of its range in a national and regional media relations campaign designed to take on budget rivals Matalan and Primark.

The campaign will stress the chain’s ability to introduce new lines of clothing to respond to fashion and micro-trends, by highlighting new and short-term product lines through editorial and media promotions.

‘There is a trend that people expect to be able to buy high fashion at great value,’ said Sophie Daranyi, managing director at Haygarth, which has been hired to handle the PR campaign.

She added that Peacocks is not moving away from its value-for-money sector, and the campaign will emphasise the quality of Peacocks’ products.

Haygarth will target women’s weeklies and monthlies, as well as national and regional press. Daranyi said that because Peacocks has 425 store locations nationwide, it is essential that the campaign be tailored for individual regional titles.

Daranyi added that Peacocks has an ‘aggressive programme’ of store openings planned for 2005, for which it will target local media to explain its positive impact on the local community and economy.

Refurbishment of 80 per cent of its stores is due for completion by April.

Haygarth won the account following a three-way pitch through the PRCA and will report to Peacocks marketing controller Nicky Randall.

The firm, which specialises in womenswear, menswear, childrenswear footwear and homeware, recorded strong sales growth in the last quarter of 2004, with like-for-like sales up by 9.5 per cent and gross profit up 10.2 per cent.

The chain opened its first store in Warrington in 1884 and floated on the London Stock Exchange in 1999.

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