Republic, the high street fashion store, has begun its brand refresh with the appointment of Karmarama’s specialist youth agency, KID London.
Previously, Republic’s ad work was done internally but the company recently selected KID with the view it could help Republic understand young people, the UK youth market and to help it position itself amongst on trend fashion retailers.
Republic tasked KID with finding the “opportunity to position itself as a high street fashion brand which could compete with the likes of Topshop, River Island and Urban Outfitters,” said KID managing director Jono Holt.
Holt went on to tell The Drum that in response KID has focused on developing existing brands as well as bringing in new external brands. So far these brands have included Kurt Geiger Shoes and Levi Jeans.
Speaking on the campaign plans Holt said: “Part of the campaign for the brand relaunch has involved partnerships with Ibiza Rocks and Island Records as Republic tries to bring both fashion and music together in an effort to appeal to younger generation,”
Leeds was the focus store for the initial relaunch on the 13 September, with plans currently in development to eventually roll out the new offering across all 122 stores.
The Ibiza Rocks and Island Records partnership is also ongoing, with a strong focus on live music featuring in the Christmas campaign, which will have both print and poster advertising, as well as the campaign rolling out for Spring/Summer 13.
When asked about how mobile will feature in Republic’s rebrand Holt explained that at this stage mobile is not a priority, but KID has plans to bring out the Republic mobile app early next year as Republic wants to find a way to help the mainstream consumer buy into its fashion.
The main area of significance is the website which will be developed as the brand relaunch continues and in terms of social media KID will be running campaigns for Republic with a primary focus on Twitter, Tumblr and Facebook.