TITLE

Ben Sherman ads aim for younger audience

AUTHOR(S)
Tylee, John
PUB. DATE
August 2004
SOURCE
Campaign (UK);8/27/2004, Issue 35, p8
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Ben Sherman Ltd., the fashion label synonymous with mods and rockers of the 60s and 70s, is launching new advertising in an attempt to ditch its associations with "yob" culture. The print initiative, by the company Grey London, is the first to be produced by the agency since it recaptured the account in May. The campaign, which breaks this week, is intended not only to sustain the brand's existing customer base, but to tap into a younger market. It aims to extend Ben Sherman's reputation beyond shirts by promoting a wider variety of fashions including women's wear, denim, footwear and formal wear.
ACCESSION #
14412409

Tags: BEN Sherman Group Ltd.;  ADVERTISING;  GREY London (Company);  CONSUMERS;  MARKETS;  CLOTHING & dress

 

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