DJH’s client Fife Country Clothing has been recognised with a national direct marketing award. The Fife Country catalogue won in the Men’s Clothing and Accessories category against stiff national competition. The ECMOD awards are the Oscars of the mail order industry and are run by the Direct Commerce Association (DCA).The awards were presented at a prestigious event held on 2nd June at the Hurlingham Club, London. Awards were presented by Sky News presenter Dermot Murnaghan.
The award recognises the success of Fife Country and agency DJH Advertising in repositioning the brand and redesigning the catalogue.
The new catalogue design has built a brand personality making the most of Scottish heritage and outdoor roots. With stunning photography (by John Chadwick) creating ‘hero-shots’ to great effect to add authenticity, style and aspiration. Copy is descriptive and conversational building on the existing customer loyalty.
DJH creative director Paul Hendrick comments “Andrew Hogg started the ‘boots by post’ business in 1888 and they have been quietly going about their business ever since. It’s great to know that a family business can still hold their own against the big boys. The catalogue is the shop window for the brand but it is the back office effort of the buyers, the call centre, the warehouse team, accounts and of course the shop, which make it all happen”. Special thanks go to Robert Gibson the managing director (and great grandson of Andrew Hogg) for keeping an open mind and the super savvy Fiona Condie, Fife Country’s marketing manager for not accepting second best at any point.”
“Hoggs of Fife have been a well known name in practical country clothing for over 125 years. It was already a successful catalogue but the client wanted to raise their game without losing their existing loyal customers. These days every catalogue worth its salt makes the most of its hotspots, dotwacks, multibuys, testimonials and call outs, but that’s not enough. DJH’s expertise is in adding personality and character to the brand in copy and imagery to create an emotional engagement with their customers. It’s a powerful formula that has played a part in Fife Country’s spectacular growth over the last 2 years. We have also integrated these changes into the website and a customer recruitment campaign in the national press and magazines.”
This is DJH’s 5th ECMOD award.
Congratulations to all the Fife Country team.