Peacocks to challenge Primark after ZPR hire

Peacocks has handed its PR account to retail specialist ZPR in a bid to dominate the cut-price fashion market.

Peacocks has handed its PR account to retail specialist ZPR in a bid to dominate the cut-price fashion market.

The chain has more than 400 stores in the UK, with plans to open a further 30 this year, and ZPR has been briefed to position the brand as ‘the best-kept secret in fashion’.

MD Zaria Pinchbeck said the agency would target the nationals and women’s consumer lifestyle press to emphasise the chain’s fashion cred and low prices.

Peacocks has raised its profile as a retailer over the past two years, and is now keen to develop the ‘new Primark’ tag – and be taken seriously as a purveyor of cheap fashionwear.

‘Our main competitor is Primark, but we’re also up against lines such as Asda’s George range,’ said marketing director Richard Antrum. ‘Historically we’re perceived as a value retailer, but we’ve shifted the emphasis to fashion and style.’

The chain had used Haygarth over the previous 16 months, but decided to switch the account to ZPR, which also handles Peacock Group sister womenswear chain Bonmarché, after a review. ZPR is also handling trade and corporate comms for Peacocks.

The company recorded sales of £548m last year, with pre-tax profits of £35m. In January it underwent a £404m MBO, led by Kwik-Save owner Richard Kirk.

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