Otto targets affluent youth fashion market

Otto, the catalogue giant, is launching a new fashion branded catalogue named Oli later in the summer.

The catalogue is aimed at a more affluent, youthful market and will offer high-street fashion as well as a host of accessories for the fashion-conscious consumer.

The launch will be the second this year for Otto UK, the owners of the Freemans and Grattan catalogue brands.

Last month the Bradford-based company unveiled Montage, a catalogue and online women’s wear home-shopping service, also aimed at an affluent market. Each year, the company will publish nine seasonal catalogues under the Montage brand in a breakaway from the traditional model of two catalogue seasons a year.

Earlier this year, the company appointed Golley Slater to handle its £8m advertising business and the launch of Montage, through direct mail, digital and press advertising, after a competitive pitch against Publicis and Euro RSCG.

Last year the mail order company appointed PHD North to handle its media planning and buying (MW October 12, 2006). It won the business from MediaVest Manchester.

Otto also restructured its marketing operations and hired Colin Webb, the former Boots and Norwich Union marketing chief as UK group commercial director (MW, July 6). It was part of a drive by Otto UK chief executive Mike Hancox to revitalise the UK business. He was poached from rival Littlewoods.

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