New Look holds ad debut pitch

High street value fashion chain New Look is holding a pitch, overseen by marketing controller Shams Maladwala, to conduct what is believed to be its first brand advertising campaign. The move follows a review of the chain’s marketing strategy.

The retailer, which competes against chains such as Top Shop and Hennes, has been considering a sustained brand advertising campaign.

It is not known whether HHCL & Partners, which has acted as a strategic consultant for the chain, has been invited to pitch.

New Look, which has 487 stores, has remained buoyant this year while competitors have seen a slump in sales. In October, the chain forecast pre-tax profits for the six months to September 28 of not less than £44m, well above analysts’ predictions. New Look reported profits of £27.3m for the same period last year. Like-for-like sales during the six months to September rose by 8.7 per cent.

As well as clothing, New Look sells shoes and lingerie. The chain floated in 1998 and has attracted customers by getting catwalk-inspired clothes into its stores very quickly, at budget prices. The company claims that more than a quarter of its customers are now over 35, despite its youthful image.

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