Morrisons lays out marketing plans for first clothing range launch
Morrisons hopes to run a national ad campaign for its new Nutmeg clothing brand, once the range reaches a "critical mass" of two-thirds of its stores.
Morrisons: launches its Nutmeg clothing range in March
The supermarket, which is the last of the "big four" to introduce an own-brand clothing range, will roll out Nutmeg into 100 stores on 21 March.
Launch marketing will have a local focus and will include in-store marketing, billboards, regional press, doordrop leaflets and social media activity.
Morrisons predicts it will reach a 69% penetration in the localities in which it runs marketing and will support the launch with a Nutmeg microsite, which will go live on Sunday (3 March).
Sonia Whiteley-Guest, brand development director at Morrisons, said there were no plans for a standalone website for Nutmeg, because "our primary concern is to drive traffic to Morrisons so that is the reason why Nutmeg exists".
Morrisons hopes to extend the Nutmeg range to 150 stores by September and launch a national ad campaign once the range is in a "critical mass" of two-thirds of its 450 store estate.
Tim Bettley, clothing commercial director at Morrisons, said the supermarket was "looking at online very actively over the next 12 months" and had "identified Nutmeg clothing as one of the categories we should consider for that".
The Nutmeg range’s brand values are "thoughtful details, great quality and outstanding value" and, at launch, will include children's clothing for ages up to 12, and a small range of adult essentials, while Morrisons claims an extension of the adult range is "coming soon".
Morrisons has a comparative lack of space in-store compared to the other big four supermarkets and, as a result, Whiteley-Guest said Nutmeg "won’t be a huge range, but it will make a difference because of the thoughtful detail we have put into it".
Nutmeg will also be introduced into the stores of baby specialist Kiddicare, which Morrisons bought for £70m in February 2011.
Bettley said: "Nutmeg will be core of Kiddicare clothing range and because it is such a baby specialist, we need to do other products as well, so we will introduce some more premium brands and a more extended babywear range, which we will provide as well."Follow @mattchapmanuk
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- Senior Account Manager fishtank 32k to 42k per year GBP, Maidenhead, Berkshire
- Graphic/Web Designer fishtank 17k to 27k per year GBP, United Kingdom
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
- Digital Brand Manager Nike Europe Competitive + attractive relocation package for foreign hires, Amsterdam
- Head of Media, Marketing & Communications PGA Competitive, Sutton Coldfield, West Midlands
- senior planner > SPORTS BRANDS collectivo Up to £90,000 plus benefits, London
Integrated digital marketing offers huge opportunities to engage, servic...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...
A recent Brand Republic survey revealed that 78% of respondents felt und...