Matalan seeks agency to emphasise low pricing

Discount clothing retailer Matalan is reviewing its PR account as it attempts to fight back against clothing price cuts by large supermarket competitors.

The company wants to emphasise its trademark value for money offer to its core consumer groups of ‘housewives with kids’ and women aged between 25 and 55.

It is seeking to reinforce its image as a one-stop shop for homeware and clothing for the entire family.

Three unnamed agencies have been shortlisted for the account, with a decision expected by the beginning of March.

Incoming Matalan marketing controller Claire Bayliss, who joins from Alliance & Leicester on 1 March , will participate in the decision-making process. With overall responsibility for PR, she replaces Gerry Murphy.

The brief includes handling product launches, producing fashion clothing ‘look books’ for journalists and sending out sample products to the media. Incumbent agency ZPR is understood to be repitching for the account.

Matalan is looking to position its products as stylish and high quality, as well as good value for money.

It wants to emphasise its wide range of clothing sizes while focusing on how fashionable its clothes can be.

Stylised imagery of high-profile models such as Jennifer Ellison are being used to give the products an aspirational image.

The message the company is hoping to get across to consumers is ‘you don’t think you can get this at Matalan – but you can’.

It is also redeveloping run-down stores to support the PR activity and trying to create a more sophisticated image of the company.

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