Liberty targets the high street with concessions

Liberty, the upmarket London department store, is to open concessions in other shops throughout the UK and abroad, selling its own label ready-to-wear women’s clothing range.

The move comes as part of a wider marketing push to rejuvenate the brand.

In addition to the shop-in-shop concessions, independent clothing retailers will stock the ready-to-wear range and Liberty is also looking to sell its gift lines and homeware products to other retailers.

Liberty marketing manager Stephen Jessey says: “We are getting behind the Liberty brand name and bringing it to wider audiences in the UK and internationally.

He explains: “Our plan is to move the brand out of Regent Street by way of our three major product areas – ladies ready-to-wear, homeware, and gifts – which we are actively marketing as Liberty merchandise and offering to third parties.”

Jessey says the company is in the process of finalising “some very substantive names” as stockists for the autumn 1999 women’s wear range but refuses to divulge names.

The brand relaunch will be handled by a new advertising agency. TBWA GGT Simons Palmer and J Walter Thompson have been shortlisted for the account.

Liberty has also launched a storecard through Creation Financial Services (formerly SearsCard) and plans to launch a mail-order catalogue.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here