Tie Rack looks to Italian heritage

Tie Rack, one of the symbols of 1980s yuppie culture is to use the fashion heritage of its Italian owner Frangi to revitalise the brand ahead of its 25th anniversary next year.

Frangi has appointed Redhead PR to position Tie Rack as a supplier of 'luxury goods for the masses'. Recently installed group marketing director Sara Carter said the company believed Tie Rack's Italian connection had been underplayed.

Redhead replaces three-year incumbent and fashion specialist Stephanie Churchill PR.

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