Dressmart, the online clothing store offering designer brands to
cash-rich but time-poor men, has chosen M&C Saatchi and its Walker Media
associate to spearhead its launch into the UK.
The agencies have been appointed to test national press advertising,
targeting white collar professionals who have neither the time nor the
desire to shop in the high streets but are regular internet users at
They are being tempted to buy online with the offer of labels such as
Calvin Klein, Hugo Boss, Ralph Lauren, Mulberry and Aquascutum and the
promise of delivery within 48 hours.
The assignment extends M&C Saatchi’s roster of online clients, which
includes BOL UK, the bookseller, and Lastminute.com, the booking
Dressmart was launched in Sweden in April and plans to roll out across
Europe’s major markets and into the US.
The Stockholm-based company claims it will make dollars 6 million in its
first year and dollars 40 million the following year. With each order
averaging between pounds 100 and pounds 200, it says it is making
margins of up to 35 per cent on sales.
Moray MacLennan, joint chief executive of M&C Saatchi, said: ’Dressmart
has the right product and the right target market. People working their
socks off in an office all week have no desire to spend their weekends
Annick Robitaille, Dressmart’s international vice-president, said: ’We
wanted to appoint an agency which understands internet brands.’