New Look plans cut-price designer fashion ad blitz

New Look is understood to be talking to agencies about its plan to market a cut-price, designer fashion range.

The project is believed to be similar to that by rival retailer H&M, which last year introduced a clothing range designed by Stella McCartney. The H&M Stella collection launched amid a blaze of publicity, but the stores suffered chaotic scenes as consumers looked for a bargain.

New Look is remaining tight-lipped about its intentions, but it is thought the chain is talking to several agencies about marketing support for the range. It would not confirm whether the project is the same brief – worth up to &£3m and comprising largely press and outdoor work – which is already being discussed with agencies (<I>MW</I> March 16).

The retailer is planning its first television blitz this summer, created by Odd, with media through Naked, to distinguish itself from its competitors. New Look has concentrated on in-store marketing in the past, but introduced strapline “The New Now” in print work last year.

New Look was taken private in 2004 in a &£700m deal backed by investment specialists Apax and Permira. It announced an increase in total sales of 9.2% in the 39 weeks to December 24, 2005, and chief executive Phil Wrigley also hailed “pleasing” Christmas sales, which he claimed were a success due to a decision not to offer pre-festive discounts.