Cotton Traders targets new younger audience as it unveils TV ad

By

Barbara Santamaria

Published
Sep 29, 2020

British clothing brand Cotton Traders is looking to add younger shoppers to its customer base with a new national advertising campaign.

Building on a successful TV campaign launched in the spring, which performed “exceptionally well” despite airing during the peak of the pandemic, the new campaign will be rolled out nationally this autumn.

The creative project was devised by Sharp Agency, the same firm behind the spring push, and it continues the #5WaysToWear premise with statement autumnal clothing styled five different ways.

The campaign includes 30-second TV adverts that will be featured across multiple channels, paid social campaigns and in-store POS, as well as press advertising in major national titles.

The brand will be also engaging bloggers and influencers to support the launch of the new AW20 collection. 

Shona Jameson, chief marketing officer for Cotton Traders said: “Our spring campaign was greatly received, driving sales and recruiting new audiences despite a tough market backdrop. We’re targeting further growth as we look to widen our loyal customer base, reaching a younger audience across multiple platforms. Our latest campaign really showcases what Cotton Traders is all about and we’re sure it will resonate with both existing and new customers alike.”

Sharp creative director Richard Sharp commented: “The target audience of the new campaign doesn’t take themselves too seriously. Neither does our creative treatment. It’s stylish in a down-to-earth way which embraces our charismatic, real women who love to shop for life. We hope everyone loves it as much as we do.”

Established in 1987 by former England national rugby union team captains, Fran Cotton and Steve Smith, the brand sells a range of leisurewear, outdoor and casual clothes for “the grown-up generation”.

It operates about 120 bricks-and-mortar stores in the UK and is backed by private equity firm CorpAcq, which acquired a majority stake in the business in 2018.