Bauer has appointed Duckworth Finn Grubb Waters and New PHD to support its launch in the UK (MW April 17).
The company is expected to spend about 1m on advertising to promote the opening of its first three stores and the launch of its mail order catalogue in September.
The 77-year-old company already has 530 stores in the US, Germany and Japan. Its clothes target 25- to 55-year-old men and women and are described as casual with a sporting influence. It will compete with Marks & Spencer, Gap and Next.
Eddie Bauer’s marketing manager in the UK, Douglas Gilmore, says the company plans to open about 50 stores in the UK eventually.
He says there is no direct competitor to Eddie Bauer in the UK, but the success of Gap was an inspiration for the company’s decision to launch in the UK.
The campaign for the clothes retailer is likely to include poster and press advertising.