Chums | Company Profile, Marketing Contacts, Media Spend, Brands
Chums is an online retailer of men's and women's apparel and footwear, as well as homewares and other items.
|Main Telephone||08715 265 265|
Chums ContactsContacts (4)
|Geoff K.||Marketing Manager||Merseyside|
Sample of Associated Brands
|Christina M.||Marketing Executive||Merseyside|
|Melissa E.||eMail & Content Manager||Merseyside|
|Paul G.||Head, Marketing||Merseyside|
|Chums - Cat Mo||********|
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Account in Jeopardy – Score 77: Retailer Chums hires female-centric buff as new marketing boss
Company: Chums, 35-year old retailer selling quality fashion, homeware and lifestyle products.
Opportunity: Hired multichannel retail marketing guru Paul Gray as the new head of marketing. He succeeds Antony Eden, the exec behind Pegasus’s rollout aimed at the new smart-casual over-50 market, who have difficulty finding preferred clothes from mainstream retailers.
With the UK menswear market set to outperform all other clothing sectors, sellers with a trendy fashion-forward older male skew should get ready for extra revenue opportunities from Chums’ likely higher marketing budget.
Agencies should take note of Gray's experience in female-centric markets, along with Chums international expansion efforts, which could translate into the need for outsourcing marketing efforts.
Former marketing boss Mr Eden appointed Leeds-based digital agency Search Laboratory to increase traffic to the Chums website while decreasing marketing costs across all channels. Now aimed at appealing to the at-home shopper female market, Gray hopes to piggy-back on this success with similar efforts.
Experience: Mr. Paul Gray joins from Lavitta, where he's been the head of marketing for eight months. Before then, he was the commercial marketing manager at JD Williams/N Brown Group for eleven years. In both previous positions, his strong analytical and pragmatic approach, marketing to fashion-forward Gen X females, delivered long-term strategic solutions across digital and paper channels.
Media Spend: Though we do not have exact numbers on hand, in 2014 Chums invested to improve their service and infrastructure while expanding their product range. Print is the main vehicle for recruitment campaigns, focusing primarily in national newspapers, magazines and catalogues, which reach more than 1 million homes.
In addition, Chums’ online business is growing and the portions of orders placed online has increased. To meet this demand, especially in their international expansion efforts, Chums will increase focus on online advertising. Be on the lookout for increased digital spending, due to Gray’s experience and their customers’ growing social media presence.
Target Market: Chums has a long history in menswear, cemented even more with the launch of Pegasus. They are strongly campaigning to silver surfers, who are increasingly becoming more technology savvy in terms of online shopping and social media. Those over-50 males interested in fashion trends are looking for a user-friendly platform for a comfortable shopping experience.
Similarly, this new-older generation of women will be engaged through a digital and mobile friendly retail strategy, as their presence on social media is greater.
Mr. Paul Gray**
Head of Marketing
Mr. Nick Clancy
Head of Operations
** We have been unable to verify Gray’s email but we’re confident this address will work