Pure signs up ais London to help cashmere go digital

The fashion business, by and large, has proved remarkably resilient in the recession. Some big names, Aquascutum and Jaeger, have hit the buffers but such brands always seem to live on under another optimistic owner. House of Fraser and Debenhams, which many have consigned rather too soon to the knacker’s yard, seem to be thriving. And online retailer Asos is going from strength to strength (greatly aided by the financial support of my son).

Traditional fabrics are all the rage now: young people (without golf clubs) are being detected in Pringle sweaters and dear old Harris Tweed is making a comeback,

Another rather unsuspected success is cashmere retailer Pure Colllection, which has just two shops in Tunbridge Wells and York (which tells a tale) but is the UK’s biggest mail order and online seller of cashmere, the stuff your rich aunt used to wear. In 2006 the company launched its first catalogue in the US. Now Pure has appointed ambitious creative agency ais London to whizz up its brand a bit more. This involves both customer relationship management (CRM) and digital work.

Pure Collection marketing director Katherine Ling says: “We’re eager for the exciting new thinking and opportunities that ais London can offer to this project and the brand overall. Not only does the agency bring extensive digital and CRM expertise, but also strategic support which will actively contribute to bringing our brand to a wider target audience in a more creative way.”

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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