Magazine article Marketing

Hornes Trumpets Change to Over-35s

Magazine article Marketing

Hornes Trumpets Change to Over-35s

Article excerpt

Hornes trumpets change to over-35s

Sears-owned menswear retailer Hornes will break its first ever major ad campaign in May to launch a major revamp of its store image and product range.

The 57-store chain is to target what it sees as the new money of the 90s -- businessmen over 35 who, it claims, are becoming more fashion-conscious and ready to part with substantial sums of cash to project the right image.

Posters with the copyline "Create a Strong Impression" back a radical switch in direction for Hornes, now attempting to reverse its slow drift to the teenage market during the 80s by including a 50% branded presence in its stores. Today it counts Christian Dior, Jaeger and Lacoste among its expensive upmarket labels in a bid to capture older, married professionals.

This year's media spend is 750,000 [pounds] -- and the campaign will be extended from poster to press in the summer or autumn.

Hornes' move reflects a continuing shakedown in the high street as fashion retailers reel from the effect of high mortgage rates and jostle for new niches. …

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