Charles Tyrwhitt hires Kitcatt Nohr for branding task

Retailer Charles Tyrwhitt has appointed integrated agency Kitcatt Nohr Alexander Shaw to help redefine its branding through a major brand positioning project.

Charles Tyrwhitt
Charles Tyrwhitt

The appointment follows a three-way pitch against undisclosed agencies. Kitcatt Nohr last worked with Charles Tyrwhitt in 2007, when they created a number of direct marketing campaigns for the brand.

As part of the appointment, Kitcatt Nohr has been tasked with helping the clothing retailer define its positioning and brand image. The new brand positioning developed by Kitcatt Nohr will inform the direction of all Charles Tyrwhitt marketing and communications, as well as its in-store visual merchandising and website.

The brand aims to use the new positioning to support the opening of a new flagship store in London’s Jermyn Street in early 2011.

Marc Nohr, managing partner at Kitcatt Nohr, says: “We’re delighted to be working with Charles Tyrwhitt on this project. Our work for other leading retailers gives us a clear understanding of the high street battleground and should help us to define a brand positioning which clearly differentiates Charles Tyrwhitt from its competitors.”

Greg Hodder, managing director at Charles Tyrwhitt, adds: “We chose to appoint Kitcatt Nohr because of their strong creative record, their retail credentials and their highly collaborative strategic approach. We feel they’re the ideal agency partner to help us define our proposition and achieve standout in the crowded retail market.”

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