Clothing retailer picks Carat to handle 2m media brief

Value-for-money clothing retailer Matalan has appointed Carat Manchester to its 2m media planning and buying account.

Mike Morrison, Matalan head of marketing, says: “We have decided we need a more sophisticated planning function which Carat will

provide for us. We are looking at the potential for TV advertising, but it is unlikely to be this year.”

The full service business was held by Heckford Advertising in Preston, which will continue to handle creative work for the retailer.

Matalan has recently started to use regional press advertising and inserts to attract new customers.

Existing customers are targeted through a catalogue which is sent out six times a year featuring the clothing range for each new season.

The out-of-town retailer, which floated on the stock market in May, is opening new stores at the rate of ten to 15 each year.

It is known for stocking branded jeans, such as Lee, Pepe and Falmer, at competitive rates.

It also sells brands including Calvin Klein underwear and Wonderbra lingerie.

About 80 per cent of what the retail chain offers is own-branded.