Arcadia Group appoints IM to handle its Outfit account

by James Quilter Promotions & Incentives 02-May-08, 10:20

LONDON - Arcadia has appointed Intelligent Marketing (IM) to handle the in-store and promotional brief for its Outfit chain of stores.

Outfit is predominantly based in out-of-town retail parks and stocks products from other Arcadia stores such as Topshop and Miss Selfridge, plus external fashion retailers like Principles and Warehouse.

IM has initially been tasked with creating new in-store communications. The work will debut at Outfit's latest store in Manchester Fort Shopping Park.

Outfit's in-store work was previously done in-house, but was marred by a lack of consistency. Because of its relationship with the retailers whose products it sells, Outfit has to use POP photography created by the stores.

To get around this, IM has created in-store guidelines for Outfit that will fit around the other retail brands stocked.

IM has also been tasked with looking at digital communications and at increasing the store's customer database.

Outfit currently has 32 stores. IM has created an opening strategy for the chain, which plans to open five new stores this year.

The chain launched in the 1990s and was bought by the Arcadia Group in 1999. Other retail brands stocked include Quicksilver, Evans and Playboy.