Base London takes first steps into clothing with launch of menswear

Base London is breaking out of its core footwear range with the launch of a line of men’s clothing.

It is the first time that the shoe company has ventured into the competitive clothing market. The new range, which will be available in August, will initially include casual jackets, trousers, T-shirts, shirts and jumpers. It will be targeted at Base’s existing customer’s – 18to 25-year-old streetwise “lads”.

The clothing will be available in stores such as Arnotts, Active Venture, Blacks Retail, Fenwick, First Sport, Lapel Menswear, Original Shoe Company and Strides.

The launch will be backed by a press advertising campaign through Banc, which handles Base’s footwear range. The ads will break in the August issues of men’s colour magazines and may be supported by an outdoor campaign. The Base London account is worth between &£1.5m and &£2m.

This is the company’s second major campaign this year, following its April launch of a range of women’s shoes (MW March 28). Base’s first attempt at breaking into the womens’ shoe market two years ago failed after a poorly targeted campaign.

Base made head of marketing Jane Morgan redundant in October 2001 following a restructure of its marketing department.

Brand manager Becky Munslow now heads the marketing team.

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