Firetrap to use TV for spring-summer range

Youth clothing brand Firetrap is planning its first TV campaign as part of its repositioning as a more fashion-conscious label. It is also considering using cinema advertising for the first time in the autumn.

The TV campaign for Firetrap’s spring and summer 2003 collection will break in March on MTV across the UK and Europe, around programmes such as The Osbournes. It will be supported by a press campaign in magazines such as Dazed & Confused and Elle, and on the brand’s website.

Firetrap marketing and communications director Carlos Singh says that the brand is broadening its use of media because it wants to expand its core market. He adds: “We are confident in our core market and we are now trying to build a more fashion-conscious following.”

The ad campaign, which has been created by Junction Group, depicts a man wearing Firetrap clothing and being stalked by a girl. Press and point-of-purchase material will build up the story, and the TV ad will show her taking him back to her flat. She will then steal his clothes and kick him out so her boyfriend can keep his outfit.

The label’s autumn and winter collection will see a number of new fabrics and styles introduced to the range. Singh says that Firetrap plans to continue the TV campaign into the autumn and winter season.

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 3703 or email customerservices@marketingweek.com

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