Eastpak, the American bags and accessories brand, is seeking a marketer to oversee the launch of its apparel range in the UK next year.
It is planning a soft launch of its spring/summer 2008 collection, which includes jackets and T-shirts. A major advertising push will follow for the launch of its autumn/ winter range.
Eastpak runs a global branding campaign that will be extended to incorporate the apparel range. It works with Brussels-based agency, Satisfaction, which has handled the brand for the past five years.
The brand extension is intended to reposition Eastpak as a lifestyle brand in the UK. Eastpak is seeking a marketer to implement the changes.
The company was established in 1960 and produced canvas duffel bags and knapsacks for the armed forces but later introduced a selection of hard-wearing bags for consumers, aimed mainly at students.
Eastpak marketing and PR manager for Europe Nadia Kokni says: “We are moving more and more into the lifestyle arena. The marketing we do, such as our skateboard and BMX contests and sponsoring concerts, reflects this. In mainland Europe we are known and accepted as a lifestyle brand. We are just facilitating that natural progression.”