Hackett seeks agency for a pounds 3m above-the-line advertising push

Hackett, the up-market fashion retailer, is planning a pounds 3 million above-the-line advertising blitz and is looking for an agency to develop its campaign.

Hackett, the up-market fashion retailer, is planning a pounds 3 million above-the-line advertising blitz and is looking for an agency to develop its campaign.

The company, which is owned by the Swiss luxury goods group Richemont, is talking to a number of undisclosed agencies in the course of the review, which is being handled through the AAR.

It is understood that the task will focus initially on revitalising the brand in the UK, with a view to rolling it out on a pan-European basis.

Hudson Wright Associates, which has handled the account for nine years, will not be repitching for the business.

The move is a change of direction for Hackett, which has shunned above-the-line advertising in the past and instead relied on word of mouth to bolster its sales. It spent less than pounds 250,000 last year, according to AC Nielsen MMS.

However, the change comes as the retailer finds it has lost ground to competitors such as Holland & Holland, which is running a press and poster campaign devised by CDP.

Hackett has a unique positioning in that it attracts traditional customers - with its stock of cravats, smoking jackets and top hats - at the same time as appealing to young streetwear buyers.

Last month Richemont called a pan-European media review in a move to consolidate its portfolio of high-profile brands - which include Cartier, Alfred Dunhill and Jaeger - into a single network. A decision is expected this week.

Hackett was unavailable for comment on the review as Campaign went to press.



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