The 40-store fashion chain USC has launched a social networking site and will air its first TV ad as it seeks to attract and engage
more customers.

The site, Love.USC, allows users to take part in forums, blogs and chat to each other about fashion, share pictures, music and talk about upcoming events.

USC marketing director Ewan Hunter said the site was a “critical” part of its brand building.

He said: “Our view is that we should be engaging the customer in the way that they want to be engaged and in terms of what they like, instead of what we think they like.” He added the TV ad would be trialled in Scotland.

USC has also been talking to customers via online platforms such as Twitter. The initial results from its social networking site have been encouraging, said Hunter.

The retailer has also been working with brands and focusing on sports and music in its new marketing strategy. It will run competitions to try to bring more customers to the networking site.

USC was bought out of administration by Sir Tom Hunter’s West Coast Capital in a pre-pack deal in December. Ewan Hunter said it has completed the re-opening or relocation of any closed stores and is looking at “some geographical” areas that may be suitable for new USC shops.

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