Republic launches ad campaign to help deliver turnover target

The ‘Your Rules. Your Republic’ campaign, which kicks off on August 16 and runs until October, features young men and women partying wearing Republic clothing. It will be rolled out across key women’s magazine titles and will be supported by activity across social media sites such as Twitter and Facebook. It will also be pushed via its new blog entitled Wear it Your Way.

The campaign follows market research undertaken by the retailer to further understand its customer base. Last week it revamped its website with new features including style tips and improvements to search and navigation tools.

Republic head of multichannel Jo Molineux said: “The ‘Your Rules. Your Republic’ campaign has been designed to drive awareness and increase customer affinity across all media channels. [It will create] a single brand with a unique tone of voice that we feel perfectly captures Republic’s personality and values, and the fresh, exciting direction in which we are taking the brand. Most importantly of all it will address our customers wants and needs.”

Leeds-based Republic will also launch Tough Love, its first women’s capsule collection - which includes its young fashion brands Miso and Crafted - and launches in-store on September 15. A second capsule collection is due to follow in November.

The chain, which has 105 stores and sells brands including G-Star, Diesel and Firetrap, was acquired by private equity house TPG in June for a reported £300m. Co-founders Tim Whitworth and Carl Brewins remain significant investors in the business, which posted annual sales of more than £200m in the year to January 31.