Etam, the troubled high street fashion retailer dogged by its
downmarket image and Essex girl associations, has appointed Barrett
Cernis Delves & Partners to give it an image makeover.
The appointment is part of a move by the French-owned company to make up
ground lost to rivals such as Gap and French Connection.
The agency’s task is to alter Etam’s current appeal to a predominantly
35-and-over age group, and make its 200-plus outlets more attractive to
fashion conscious women in their mid-20s.
At the same time, Tammy, Etam’s brand for pre-teen girls, is being given
an older image to ’lock in’ potential customers from a younger age. ’We
have a big job to do,’ Justin Cernis, the agency’s managing partner,
The agency switch comes after attempts to give Etam an upmarket image
through the Steven Sharp agency by using the actress model, Patsy
Kensit, and the line: ’Clothes with personality.’
The campaign was dropped because it was thought Kensit lacked sufficient
credibility with consumers.
BCD is currently working on an above-the-line campaign, which is also
capable of in-store use.
Thierry Lenoir, Etam’s marketing director, said: ’I don’t want to use
the agency for just its advertising skills. It is a highly creative
group of people and has begun its thinking from inside the store and
Budgets have yet to be determined and media currently remains
Etam Developpement, the French company which bought its UK namesake 11
months ago, will invest pounds 300 million over four years to turn
around Etam in Britain.