New Look rethinks PR to forge 'democratic' image

New Look has appointed Euro RSCG Biss Lancaster to position the fashion retailer as the ‘democratic' clothing store.

The retailer is seeking to mark itself out from its rivals, which it claims cannot match its breadth of stock across the country.

'New Look wants to show that you don't have to travel to London to get the best goods from its stores,' said Biss Lancaster brands and healthcare managing director Jonathan Sanchez. 'But it's also about brand awareness - people don't realise how big New Look is.'

The firm is currently the UK's third biggest womenswear retailer, after Marks & Spencer and Next, and claims to be the second-largest retailer of women's shoes in the country.

New Look was cheered by a strong Christmas trading period and a 9.2 per cent sales increase in the 39 weeks to Christmas Eve. Most of the increase was due to an aggressive expansion programme, which is being maintained this year with the addition of six stores in France and three in Belgium.

New Look director of fashion communications Sarah Walter said the company expects to expand further in the UK too, having taken over 34 former Littlewoods stores across the country last year.

Five companies pitched for the account. Brunswick remains New Look's retained corporate agency.

New Look worked with Splendid Communications on an event and experiential brief last summer (PRWeek, 28 May).

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