Burton considers ‘out of house’ move for Dorothy Perkins

The Burton Group is looking to move more of its advertising out of house. Dorothy Perkins, its womenswear retail chain, is in discussions with several agencies.

Earlier this year Debenhams appointed TBWA to handle its “The Difference is Debenhams” account, while in July Burton Menswear hired Mellors Reay & Partners for its Burton Menswear – Everywhere campaign.

Grey Advertising and Simons Palmer Denton Clemmow & Johnson have both spoken to Dorothy Perkins management about the possibility of advertising.

A spokesman from the Burton Group would not confirm whether talks had taken place, but says there are no immediate plans to appoint a mainstream agency.

Dorothy Perkins uses marketing and advertising consultancy Stephen Sharp to co-ordinate its advertising, including the latest campaign featuring the supermodel Helena Christensen.

The company also helps the Burton Group with some of its other labels, including Principles and Evans.

Fashion analysts say Dorothy Perkins has repositioned itself with a more upmarket image since Christensen was brought in as an “ambassador” for the label.

Evans, the group’s retail outsize clothing chain, is also believed to be looking for an agency.

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