Dressmart gives UK launch task to M&C Saatchi and Walker

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.

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

home.



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

service.



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

clothes shopping.’



Annick Robitaille, Dressmart’s international vice-president, said: ’We

wanted to appoint an agency which understands internet brands.’