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QS Discount relaunches as the Big Label supported by a regional ad and PR campaign |
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Thursday, 03 May 2007 |
One of the North West's largest independent retail chains, QS Discount, is reinventing itself as The Big Label.
The company has invested an ‘undisclosed six figure’ to support the promotion of the company’s new identity.
The media campaign is being handled by Rockfield Media of Bolton with PR activities being managed by the Buzz Factory of Preston. The ad campaign is primarily targeting regional media supporting local stores one at a time but some national space is also being taken in titles including the Daily Mirror.
Rockfield Media is also overseeing the development and production of the new livery, signage and related marketing materials.
The creative work for the campaign has been created by Rockfield’s creative director, Harry Humphries, who is credited with conceiving the legendary 'Asda Price' pocket (arse) smack in an earlier role.
QS is owned by the Yates family. In 2006 turnover was just under £6m but the company is forecasting sales to grow to closer to £9m for the current year.
The company’s roots go back to Lancashire market stalls 30 years ago.
 The Chorley store and HQ
Warrington is the first store to be rebranded as The Big Label.
The stores currently offer approximately 20,000 lines including fashion brands such as Von Dutch, Calvin Klein, Farah, Reebok, Nike, Levis, Ben Sherman, Ralph Lauren and DKNY. More recently, the company has expanded its range to include products as diverse as sportswear, electrical goods, bathroom accessories and gardening materials.
Managing director Simon Yates believes it is time for a new chapter in the company's success story. “We are very proud of QS and everything the brand has achieved. Our stores have established an enviable following amongst hundred s of thousands of loyal customers throughout the North West. And that's something we're naturally keen to maintain.
"However, we are hungry for more success. We believe now is the perfect time to build on those regional foundations and launch a new identity worthy of our goal to be a major national player.”
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