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PR campaign is to give cheap fashion chain new reputation
The image of the cheap fashion chain KiK is bad. This should now change a large-scale PR campaign. What this should do and what that means for KiK.
Alleged starvation wages and poor working conditions in subcontracting countries, according to media reports, for example, KiK is said to have produced in the factory, which burned down to its foundations more than two years ago in Pakistan. These problems with the founding of works councils and a brand image that barely goes beyond a blaring in the TV Verona Pooth, a cheeky red T-shirt and a little sonorous "KiK! Your textile discount". From positive external effect in the cheap fashion chain so no trace. This is exactly what KiK would like to change now and relies on a new PR concept.
To implement the whole thing the company WMP Eurocom, the PR company of the former image boss Hans-Hermann Tiedje . The reorientation press release states that WMP "should steer external communications and participate in publicly repositioning the textile company." Means: The image of the cheap label should be thoroughly polished. KiK boss Heinz Speet says: "KiK is one of the most powerful and modern trading companies in Germany and Europe, committed to its social responsibility towards employees, suppliers and customers.We want to better position these strengths and at the same time actively engage in the necessary dialogue with all lead our customers and the public to relevant topics. "
The PR company is convinced that this can be achieved: "KiK is a company with a single face - and a sympathetic one, which we will communicate together." For a credible, serious image change, however, more than a few sophisticated PR phrases are needed. We are curious how KiK will re-position itself and whether a new image for the cheap chain can actually prevail.
