Cath Kidston hires Publicis Blueprint for magazines

Publicis Blueprint has been appointed to publish a series of retail customer magazines for designer Cath Kidston. The agency won the account after a pitch, although it is not known which other publishers were involved.

It will also publish a portfolio of tactical print communications for the brand. The move is part of Cath Kidston’s transition from catalogues to “content rich” magazines. It is hoped the move will drive in-store, online and mail-order sales.

The magazines will feature the brand’s core range for each season and will include complementary mini-publications covering different segments, such as children.

As part of the winning pitch, Publicis Blueprint will also distribute the Cath Kidston magazine with a “major newsstand title”.

Publicis Blueprint managing director Alastair Young says the publications will “embody the colourful and warm Cath Kidston personality” and act as “effective and engaging marketing showcases”.

The brand, which is known for its vintage-inspired modern designs, has 22 stores in the UK and five in Japan. It sells products such as clothing, homeware, toiletries and accessories.

In June, Cath Kidston designed a range of collectable reusable shopping bags for Tesco to raise funds for Marie Curie Cancer Care. The bags are made entirely from recycled plastic bottles.

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