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.