Industrie employs new marketing strategy

Streetwear label Industrie is set to be fine-tuned.
The man behind the label, Nick Kelly has turned to former model agent-come-fashion photographer Chris Ferguson's new advertising agency in an attempt to reignite the brand.
While Kelly was unavailable at the time of press, it is understood Ferguson, whose agency Stonefox Production also created and publishes biennial fashion mag SummerWinter, was won over after Ferguson pitched a number of innovative marketing ideas to the retailer.
It is the first time the label has used a creative agency.
As part of its work for Industrie, Stonefox will this month launch a custom magazine for the brand. The self-titled magazine will publish quarterly, with a print run of about 100,000 copies.
Available through the Industrie's stand alone stores and most stockists, the mag is not heavily branded, instead opting for striking photo imagery and street press-themed editorial to subtly promote the label. It is believed the brand's women's collections, in particular, will be singled out for attention.
Ferguson said where other fashion brands were looking to cut down their advertising spend, Industrie had shown great foresight in taking a chance on something new.
"It's been a tough winter and retailing itself is tough. The first thing that brands normally want to drop is their advertising - yet to me that is the most stupid thing they could do."
While reluctant to reveal exactly how much it was costing to launch the mag, Ferguson admitted the deal was worth "at least" six figures.
"It's not clear cut any more. Retailers are realising that if you want to make money, you have to spend money. Nick has a brand and it's a great brand. But it's time to do something different. It's not just about selling more clothes, it's about reigniting the brand."