Ann Summers eyes clubbers

By Matthew Chapman, marketingmagazine.co.uk, Tuesday, 15 November 2011 08:30AM

Ann Summers will attempt to move away from its reliance on the winter months by extending its swimwear and club-gear ranges.

At present, the lingerie and adult-toy retailer’s best trading period falls between Halloween and Valentine’s Day.

As part of the plan, Ann Summers is due to reprise its partnership with Thomson-owned clubbing holiday firm 2wentys and use it to promote the revamped club-gear range. The activity is due to roll out next year.

Ann Summers ran its debut TV campaign and relaunched its website last week as part of a brand overhaul intended to dispel the negative image that some consumers have of the brand.

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This article was first published on marketingmagazine.co.uk