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
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.’