New Man Clothes - Creating a Position

New Man is the brand name for a premium clothing range from France. Aim of advertising in 1980-2 was to increase awareness, justify the price premium, create retail confidence in new outlets and maintain goodwill of existing outlets (important, since late 1970s were a period of intense price competition in the trade).
Agency: Aspect AdvertisingAuthor: Dan O'Donoghue

New Man clothes: Creating a position

New Man is the brand name of clothing manufactured by Jacques Jaunet in France. In the French casual clothing market it is the number two brand with a world turnover of over 400 million but, in the UK, New Man has a tiny share of the market.

The clothing range consists mainly of cord and velvet jeans plus shirts and jackets.

ADVERTISING STRATEGY

The objectives of the advertisingwere:

  • To increase awareness of the brand and justify the price ...

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