The Gear, a new clothing and accessories brand for teenage girls due to launch this week, is trawling agencies to handle its multi-million-pound creative and media account.
The company plans to launch a through-the-line advertising campaign from August.
The Gear’s clothing and accessories range is being introduced in John Lewis stores nationwide. There are plans to make the products available in other department stores later in the year.
The company intends to open its own flagship store and is hoping to sponsor events such as pop concerts.
The brand will target tento 16-year-old girls with high disposable incomes. The teenage clothing range has also developed a lifestyle website, allthegear.com, providing features and tips on fashion and accessories. The website will eventually sell The Gear’s clothing and accessories, including an exclusive range of online clothes.
The Gear managing director Damian Hopkins says: “We do not see any direct competitor in the market. There is an abundance of clothes for pre-teens and twenty-somethings, but there is nothing specifically for teenage girls to wear.”
All The Gear products are manufactured by Thumbprint Enterprises, which specialises in own-label brands.