Media Relations: Austin Reed eyes younger market

Clothing retailer Austin Reed is embarking on a media relations drive to make its menswear and Country Casuals womenswear more appealing to younger consumers. The move follows a decision last month to take its PR in-house.

Head of PR Caroline Shapiro said the team was developing a print and broadcast media campaign for Country Casuals - rebranded CC and due to hit stores in September. It is targeting female over-45s, a move away from its traditional over-55 market.

It is also planning a regional consumer press campaign, specifically targeting 35 to 40-year-old men.

Austin Reed ceased working with EHPR and Kudos last month.

'Clothing needs a dedicated in-house PR team that lives and breathes the brand and works across all functions,' said Shapiro.

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