BDDH loses Monsoon fashion chain

Monsoon, the fashion retailer, has dropped Partners BDDH – after only five months.

Partners BDDH was instructed to create Monsoon’s first above-the-line ad campaign – including print and outdoor – for three years.

But according to a Monsoon spokeswoman, the work “did not reflect Monsoon’s brand values”.

She maintains that Monsoon is still considering advertising and claims that it is already working on ideas with another unnamed team.

Last July, Monsoon began to revamp its image in an effort to move away from its “ethnic hippy” look, and to remove any misconceptions of “frumpiness”.

Monsoon and its sister chain Accessorize have about 145 stores.

Interim results for the company showed that pre-tax profits for the six-month period ending November 24 rose by 18 per cent to &£16.3m. Like-for-like sales over the Christmas period were up 11 per cent.

The chain is benefiting from the “bo ho chic” look coming back into fashion this season.

It also plans to extend its baby range – launched last autumn – which is available in up to 100 stores.

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