Etam asks Barrett Cernis to produce a smarter image

Etam, the troubled high street fashion retailer dogged by its downmarket image and Essex girl associations, has appointed Barrett Cernis Delves & Partners to give it an image makeover.

Etam, the troubled high street fashion retailer dogged by its

downmarket image and Essex girl associations, has appointed Barrett

Cernis Delves & Partners to give it an image makeover.



The appointment is part of a move by the French-owned company to make up

ground lost to rivals such as Gap and French Connection.



The agency’s task is to alter Etam’s current appeal to a predominantly

35-and-over age group, and make its 200-plus outlets more attractive to

fashion conscious women in their mid-20s.



At the same time, Tammy, Etam’s brand for pre-teen girls, is being given

an older image to ’lock in’ potential customers from a younger age. ’We

have a big job to do,’ Justin Cernis, the agency’s managing partner,

said.



The agency switch comes after attempts to give Etam an upmarket image

through the Steven Sharp agency by using the actress model, Patsy

Kensit, and the line: ’Clothes with personality.’



The campaign was dropped because it was thought Kensit lacked sufficient

credibility with consumers.



BCD is currently working on an above-the-line campaign, which is also

capable of in-store use.



Thierry Lenoir, Etam’s marketing director, said: ’I don’t want to use

the agency for just its advertising skills. It is a highly creative

group of people and has begun its thinking from inside the store and

working outwards.’



Budgets have yet to be determined and media currently remains

unassigned.



Etam Developpement, the French company which bought its UK namesake 11

months ago, will invest pounds 300 million over four years to turn

around Etam in Britain.



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