Another Great British retailer has suffered at the hands of the Great British public. And why? Because it failed to modernise. It failed to tap in to consumer changes, needs, and desires.
The British high street continues to evolve at lightening speed. In addition to price and product, retailers need to prioritise public relations, communications with their customers and potential customers.
At Ketchum, we use our RISC model to ensure our clients are communicating in the most effective way. Our focus on Research, Insight, Strategy, and Creative delivers robust, innovative, breakthrough communications campaigns that really help our clients differentiate themselves in crowded and competitive markets.
No brand has a right to exist. Every brand must fight for share of voice. If they don't then they will end up in the same place as Austin Reed.
The brand, whose customers included Winston Churchill and Elizabeth Taylor in its glory days, has struggled in recent years and in 2015, used a company voluntary agreement to close 31 unprofitable stores. It also moved out of its vast London flagship store at 113 Regent street in 2011, exchanging