Esprit focuses on marketing push

Fashion group Esprit will launch its first nationwide magazine and bus shelter advertising campaign next month, in an effort to woo British shoppers.

Esprit chief executive Heinz Krogner believed building brand awareness was essential to future success, following the recent closure of the underperforming Bluewater store.

'I am disappointed by the defeat in Bluewater,' he said, adding that the store had been under-resourced.

The international retailer is now focusing its UK business on London, with a£1.5 million refurbishment of the flagship Regent Street store and plans for up to 10 satellite stores.