CLIENT OF THE WEEK: Taking fashion to the masses. Jade Garrett has found out the secrets of Jo Kenrick’s wardrobe: it’s all by George

Would you ever admit to buying an item of clothing, let alone your whole wardrobe, from a supermarket? Cheap, mass-produced and poor quality are the sort of adjectives that supermarket fashion conjures up for most of us, but not for Jo Kenrick, marketing director for George clothing.

Would you ever admit to buying an item of clothing, let alone your

whole wardrobe, from a supermarket? Cheap, mass-produced and poor

quality are the sort of adjectives that supermarket fashion conjures up

for most of us, but not for Jo Kenrick, marketing director for George

clothing.



The brand - which has been sold in Asda stores for the past eight years

and has, in that time, become a pounds 500 million business - now makes

up her entire work wardrobe and some of her husband’s too. ’When I

accepted the job, I decided to wear only George clothes to work from

that day forward,’ she says. I can only wonder what Kenrick’s wardrobe

must have consisted of previously, when she was as a management trainee

at Mars Confectionery.



Last week George unveiled its latest advertising push, showcasing the

’back to school’ children’s clothing range now in the stores. The

campaign, by Publicis, will be used to convince shoppers that

supermarket clothes are not what they used to be. ’Fashion takes itself

far too seriously and should be more accessible ,’ Kenrick says.



George childrenswear - a range which stops at age 13 to avoid overly

label-conscious teenagers - sells in greater quantities than the adult

collections but Kenrick is convinced that women will soon be putting

more items for themselves and their partners in their shopping

trolleys.



We can expect more TV advertising soon, with campaigns focusing on

ladies’ evening wear (timed for the Christmas party season) and the1999

spring collection. The budget will be close to pounds 3.5 million. With

product lines changing approximately 85 times a year, TV campaigns have

to be relatively short-lived and normally run for about three weeks. The

idea is that as housewives tend to do their grocery shopping on a weekly

basis, they will see new clothes every time they visit the store.



Kenrick believes the success of the George brand is all about

understanding how women shop and harnessing a female shopper’s desire to

seek out that next bargain to boast about to her friends.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).