Mothercare has appointed Duckworth Finn Grubb Waters to develop its
brand strategy just four months after the marketing director, Steve
Foulser, joined the retail chain from Woolworths.
Duckworth Finn’s brief is to develop Mothercare’s positioning in the
marketplace and revive its brand as the leading baby and children’s
The chain has been working without a retained agency for the past two
years since it parted with Leagas Delaney. Saatchi & Saatchi has been
creating work on an ad hoc basis over the past year as part of its Bhs
account, which is owned by Storehouse, Mothercare’s parent.
When the chain first began talks with agencies, an advertising brief was
included and Duckworth Finn is expected to produce a campaign at some
Gary Duckworth, the agency’s chairman, said: ’It was our retail
experience that was attractive to Mothercare.’ The agency has worked on
a number of retail accounts in the past, including Co-operative Retail
Mothercare hired Foulser after five years without a marketing
He was previously marketing controller at Woolworths, part of the
Mothercare held a 5 per cent share of the children’s clothing market
last year, putting it at almost the same level as rivals Woolworths, C&A
and Adams. Marks & Spencer held 8 per cent.
The retail chain’s poor performance is not entirely surprising, however,
with retail experts admitting that children’s clothing is one of the
most difficult markets in which to operate.
Mothercare plans to focus attention on its range for the under-twos as
well as redesigning its maternity line to give a more modern look.