The fashion and home wares retailer The White Company, which as its name suggests, sells white merchandise, has selected Rapp Media to handle media planning and buying in the UK.
“Rapp impressed us with their deep understanding of our business objectives and how to meet them with activity built around consumers," says Dom McBrien, Multichannel Director of The White Company.
Rapp's duties will include advertising in "national quality" press and inserts in home interest and women’s magazines. There will also be outdoor, regional, press, door drops and inserts to support the launch of new stores and to increase traffic in existing shops. The retailer currently operates 50 stores in the UK.
“It is a fantastic brand and its online and offline stores are in growth mode," says Ian Maynard, managing director of Rapp Media. The media strategy will be designed to influence customer behavior active in its three primary channels: catalogs, online, and in stores, and ad spend will increase around peak shopping times, such as Christmas, in order to capitalize on higher levels of traffic. Although Rapp's responsibilities are focused on the UK, The White Company is increasingly shifting its focus to the U.S. This year, the retailer launched a U.S. website and executives plan on opening its first physical U.S. store - most likely in the New York City - next year.