Value fashion retailer Matalan, which has a largely out-of-town store estate, has launched a multimedia campaign to increase its visibility.

Presenter Kat Byrne demonstrates how viewers can combine Matalan items

The retailer last week launched a new weekly online fashion TV show as part of the campaign that also aims to boost its fashion kudos, drive online traffic and help it tap into a new audience.

The Matalan-branded online TV show, called Matalan – Makes Fashion Sense, is presented by Closer magazine style editor Kat Byrne and offers tips and advice on fashion trends. Hosted on the websites for ITV, Closer and Matalan, the content is also supported by a weekly eight-page advertorial campaign in the print edition of Closer and a 90-second airtime spot on ITV’s This Morning.

The online show aims to subtly push consumer perceptions that the brand can provide quality and range as well as value. Although consumers can’t necessarily ascertain clothing quality from a video, Byrne playing a Gok Wan-type role helps to demonstrate how viewers can practically combine items and effectively shows off the extent of Matalan’s clothing range.

According to Closer publisher Bauer, the magazine’s readers are women aged 25 to 45, ABC1 to C2, family orientated and interested in shopping at fashion retailers such as Next, H&M, New Look, Dorothy Perkins and Primark, so the retailer should hit the right audience, as well as open it up to a new market.