DIRECT NEWS: Racing Green hires Davies Little to lead new direct initiative

Racing Green, the fashion brand which pioneered the ’preppy’ look among the UK’s young upwardly mobiles, is starting a major direct marketing initiative as part of a repositioning exercise.

Racing Green, the fashion brand which pioneered the ’preppy’ look

among the UK’s young upwardly mobiles, is starting a major direct

marketing initiative as part of a repositioning exercise.



The move follows the appointment of Davies Little Cowley Fiddes to mount

a direct response national press campaign to build the brand’s customer

database and drive catalogue orders while making it a more potent

competitor to rivals such as Gap.



The assignment, after a pitch involving a number of undisclosed

agencies, extends and broadens the relationship between Racing Green and

Mark Fiddes, the direct marketing specialist who joined Davies Little as

the joint creative director during the summer (Campaign, 19 June). Media

buying is being handled by All Response Media.



The initiative comes after a statement from Racing Green’s Arcadia

parent, formerly the Burton group, whose stores include Top Shop, Evans

and Burtons Menswear. It cites its direct sales division as the fastest

growing part of the group with business up 65 per cent on last year.



Davies Little will also work on posters to support Racing Green’s 12

retail outlets in major cities, as well as working on a campaign for

Evans Direct, a catalogue for larger women.



Fiddes, who previously worked as a consultant on the brand, said:

’Racing Green’s advertising used to be all yachts and polo ponies. Our

job is to position the brand as a statement of attitude rather than

lifestyle.’



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