Clothing label Aquascutum appears to be finally admitting defeat in its quest for younger customers with a new web site and marketing push featuring an 'older' male model.
After years - and tens of millions of pounds - poured into magazines like Vogue in failed attempts to emulate the success of Burberry, its new owners appear to have finally admitted it may have ignored its obvious customer base.
'We have used an older model because we don't want to isolate out customer. We want to appeal to older and younger generations,' the label's ecommerce manager Emma Godfrey told Retail Week.
The new website launches in the next two weeks in preparation for an autumn marketing campaign. The marketing will feature a younger female model alongside the older male model in an effort to broaden the shopper base. New owners, Hong Kong-based fashion retailer and supplier YGM, acquired the rights to parts of the brand last year.
Aquascutum, known for its rain coats and the distinctive check pattern of its inner lining, is also expected to open a store near Regent Street in mid-October and is looking for a central London flagship store.
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