Cotton Traders launches first major national ad campaign

Mar 31, 2020
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Altrincham-based Cotton Traders has unveiled a major Spring/Summer 2020 advertising campaign designed to open up the brand to new and younger audiences.

Cotton Traders

‘The Style of Your Life’ campaign, devised by Sharp Agency, showcases the popular womenswear range with floral and boho style dresses, daydream skirts and lightweight jackets.

The creative aims to show that the collection has been designed to suit every element of life, with pieces that can be styled in different ways. 

And in a bid to reach new audiences, the campaign will be rolled out nationally including 30 second TV adverts on ITV, paid social campaigns, digital outdoor, in-store POS and press advertising in major national titles including The Sunday Times Style, Mail on Sunday’s You Magazine, Prima and Red.

This is Cotton Traders’ first national campaign, building on the success of a regional campaign in Autumn 2019.

Cotton Traders

Shona Jameson, chief marketing officer for Cotton Traders said: “Established over 30 years ago, Cotton Traders has a loyal customer base who love shopping with the brand thanks to our outstanding value and quality proposition. 

“Now, following a successful test campaign in Autumn – we’re targeting further growth as we look to widen our loyal customer base by recruiting a younger and more fashion forward shopper – we’re sure that our latest campaign will deliver against a challenging marketplace; you can expect to see a bolder, more confident Cotton Traders, one that will resonate with both existing and new customers alike.”

Sharp creative director Richard Sharp added: “The target audience of the new campaign doesn’t take themselves too seriously. Our creative treatment reflects that. 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.”

Cotton Traders, which has more than 70 stores across the UK as well as dozens of outlet shops, has a thriving web, catalogue and retail business, which saw continued year-on-year growth in 2019.

All Cotton Traders stores have closed in line with the government’s coronavirus guidelines, but the online store continues to operate as usual.

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