Matalan, which is one of the UK’s largest discount clothes retailers,
has appointed the through-the-line agency, Clark and Taylor, to handle
its pounds 4 million advertising and integrated communications account
as it gears up to expand nationally.
The Preston-based retailer was originally set up as a cash-and-carry in
1985. In 1992, it sought to reposition itself as a discount club and
charged a pounds 1 fee for lifetime membership, which was only available
to the employees of large companies such as Ford.
Matalan is now understood to be keen to open up its membership to the
general public, supported by a move into above-the-line advertising for
the first time.
Clark and Taylor’s brief will include television, radio, press and
direct marketing work. The first TV ads are expected to roll-out
regionally next month.
Matalan’s deputy managing director, Ian Smith, said he chose Clark and
Taylor because of ‘its tenacity and straightforward strategic approach’.
Neil Campbell, the Clark and Taylor new-business director, commented:
‘We have a great opportunity to create a famous brand. Matalan is the
best kept secret in retailing.’
Matalan has grown rapidly during its 11 years in business. It now has 57
stores and more than three million members. The company offers large
discounts on well-known fashion brands, from Jeffrey Rodgers to Calvin
The US-style formula of offering big-name brands at discounts of up to
50 per cent on what they would cost from high-street retailers has
proved a huge success.