Irisa Group appoints Propaganda to evolve and grow their brand portfolio.

Ladies clothing retailer, Irisa Group (formerly Alexon Group PLC), has appointed Leeds-based strategic brand and communications consultancy, Propaganda, to raise the profile of the group, alongside implementation of new brand strategies.

Irisa Group, recently acquired by an affiliate of private equity firm Sun European Partners, has offered ladies fashion ranges through its well-established brands for over 80 years. The retail group, which is based in Luton, has an annual turnover of £130m and it’s brands which include, Alexon, Dash, Eastex and Kaliko, retail via its department store concessions, own stores, and online.

Propaganda has been appointed as the outsourced marketing function for the group whilst also fulfilling the position of interim Marketing Director on Irisa Group’s executive board. The partnership between Irisa and Propaganda follows on from an initial consultancy, which included Propaganda’s in-depth ‘Discovery’ programme, which delivered rich insight into the habits, needs and buying aspirations of consumers.

Jane McNally, Chief Executive, Irisa Group said: “This appointment represents the next stage in our ambition to evolve and grow our brand portfolio. Propaganda’s strategic approach and creativity matched with their ability to offer an outsourced marketing solution made them the perfect partner.”

Propaganda will work with Irisa Group to raise the profile of its corporate identity whilst defining and implementing brand strategies for each of its brands. Work will also commence on developing new-to-market brands and online retailing will play a key part in the marketing brief as this area has grown exponentially over the last two years.

Julian Horberry, Planning Director, Propaganda, explains further: “We are delighted to be working with Irisa. Whilst often viewed as niche, Irisa are in fact operating in some of the fastest growing fashion market segments including the over 50s and plus size. We are looking forward to helping them to deliver against the opportunities available, especially via online channels.”