Republic brings in DeVries SLAM for music and fashion brief

By Ellie Bothwell, prweek.com, Friday, 21 December 2012 10:27AM

High street retailer Republic has appointed DeVries SLAM to promote its fusion of music and fashion.

Republic: Hires DeVries SLAM for consumer PR

Republic: Hires DeVries SLAM for consumer PR

The fashion brand has brought in the agency to help drive consumer sales in-store and online and position Republic as the fashion and music destination for young people.

The agency, which will work with Republic for at least six months, will support the brand with events and coverage, including promoting new collections and the retailer’s recent rebrand.

DeVries SLAM has already run a series of 11 in-store gigs, which took place in early December.

Jamie Posner, account manager and associate director of DeVries, said: ‘Music is at the heart of the Republic brand. We will be looking at how it is moving forward and, ultimately, work to fuse music and fashion, targeting its 16- to 30-year-old demographic.’

DeVries SLAM has worked closely with Karmarama, Republic’s marketing agency, specifically its work with Gaymers Cider, during the past 18 months.

Paul Sweetenham, CEO Republic said: ‘DeVries SLAM’s passion for the direction we are taking Republic, alongside its strategic, results-driven approach was particularly impressive. We look forward to working together to make Republic the most relevant fashion retailer for young people.’

Republic, which has more than 120 stores across the UK, stocks in-house brands and fashion labels including Motel, Lipsy, Rare, Kurt Geiger and Timberland.

This article was first published on prweek.com

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