NEWS: Lee & Knight take Dolcis upmarket

Dolcis, British Shoe Corporation’s footwear chain, has recruited fashion PR Lee and Knight to adapt its trendy teenage high fashion image.

Dolcis, British Shoe Corporation’s footwear chain, has recruited fashion

PR Lee and Knight to adapt its trendy teenage high fashion image.



Lee and Knight, which launched the self-service chain Shoe Express for

the British Shoe Corporation, has been briefed to woo a more mature

customer.



The high street store has signed up the agency for an estimated pounds

35,000 fee, ending a six month relationship with consumer firm Jackie

Cooper Public Relations.



Dolcis has previously targeted the 16 to 22 year-old age group with its

high fashion styles but is now keen to tap into the older 20-35 market.

Earlier this month the company was reported to have ditched a new format

created by design consultancy 20/20 because it was inaccessible to all

but the youth fashion market.



‘We will take Dolcis back to its roots as a really strong fashion

brand,’ said Lee and Knight managing director Karen Lee who described

the ideal target market as ‘the Marie Claire reader.’



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