NEWS: Clark and Taylor to create pounds 4m bargain clothes retailer ads

Matalan, which is one of the UK’s largest discount clothes retailers, has appointed the through-the-line agency, Clark and Taylor, to handle its pounds 4 million advertising and integrated communications account as it gears up to expand nationally.

Matalan, which is one of the UK’s largest discount clothes retailers,

has appointed the through-the-line agency, Clark and Taylor, to handle

its pounds 4 million advertising and integrated communications account

as it gears up to expand nationally.



The Preston-based retailer was originally set up as a cash-and-carry in

1985. In 1992, it sought to reposition itself as a discount club and

charged a pounds 1 fee for lifetime membership, which was only available

to the employees of large companies such as Ford.



Matalan is now understood to be keen to open up its membership to the

general public, supported by a move into above-the-line advertising for

the first time.



Clark and Taylor’s brief will include television, radio, press and

direct marketing work. The first TV ads are expected to roll-out

regionally next month.



Matalan’s deputy managing director, Ian Smith, said he chose Clark and

Taylor because of ‘its tenacity and straightforward strategic approach’.



Neil Campbell, the Clark and Taylor new-business director, commented:

‘We have a great opportunity to create a famous brand. Matalan is the

best kept secret in retailing.’



Matalan has grown rapidly during its 11 years in business. It now has 57

stores and more than three million members. The company offers large

discounts on well-known fashion brands, from Jeffrey Rodgers to Calvin

Klein.



The US-style formula of offering big-name brands at discounts of up to

50 per cent on what they would cost from high-street retailers has

proved a huge success.



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1 Job description: Digital marketing executive

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).