Magazine article Marketing

Dunn & Co. Fashions Change to Beat Old Age

Magazine article Marketing

Dunn & Co. Fashions Change to Beat Old Age

Article excerpt

Dunn & Co fashions change to beat old age

Menswear retailer Dunn and Co is to develop a new chain of 110 shops with updated interiors, a new range of clothes aimed at younger men, and its first advertising for 11 years.

The news comes as recently appointed managing director Nigel Calladine and group marketing manager Jane Norris - formerly consultants to the company - have appointed agency Saatchi and Saatchi for a 500,000 [pounds] advertising campaign this autumn.

The new chain will attempt to stem the company's drift down-market and into the older age-bracket by focusing on a typical male customer of 45 from groups ABC1 and ABC2.

The Dunn and Co name is likely to be replaced on these outlets with a new identity - to be decided next week - while the remaining 50 outlets will still target the over-55s. The clearance chain Limited Edition will be expanded and advertised through the agency Morling Shackle Hennesey.

The 103-year-old company, which apparently set fashion trends in the early part of the century, has grown old with its customers, says Norris. …

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