Austin Reed seeks more youthful look

Retailer and clothing brand Austin Reed is repositioning itself as an “aspirational brand” to target the younger market.

It is launching a new ad campaign for spring as part of the revamp, created by Yellow Door and using the strapline: “Adventures of a Gentleman”.

It features two Austin Reed-clad young men in a variety of adventurous scenarios.

The pictures are taken from a comic book-style brochure, which has already been sent to Austin Reed’s account customers and which tells the “story” of the two men.

It will be followed up during the summer with a second story. The campaign will break in March, in the national press and in some men’s style magazines.

Austin Reed is planning more activity in the autumn to mark the opening of its redeveloped London flagship store in Regent Street.

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