AUCKLAND, Today: Leading NZ streetwear retailer Red Rat has chosen Chemistry to lead its brand strategy, creative development and media planning after a three-way competitive pitch.
The incumbent agency is retail specialist Black Pepper but it’s believed they will probably stay on board. No strategic agency existed before Chemistry won the account.
Red Rat started from humble beginnings in Ōtāhuhu 20 years ago, and is now a large online retailer of streetwear, with stores located throughout the country. The NZ streetwear market is expected to grow significantly over the next five years – currently, it’s $ 2.8 billion.
Red Rat ceo Richard Wright said: “Since the beginning, Red Rat’s vision has always been inspired by the cycle of culture and streetwear that is evident locally and internationally in today’s society.
“When looking at how to push our love for street style and urban culture to the next level, Chemistry not only showed a depth of understanding for our brand but strategically highlighted how we can continue to fuel the desire for quality streetwear to our customers online and through more traditional channels.
“Red Rat plans to scale rapidly from a $ 32m business to being a $ 50m one.”
“When looking at how to push our love for street style to the next level, Chemistry showed a depth of understanding for our brand.”
Chemistry will be working on a number of new strategies for Red Rat, including creative, digital experience and innovation.
Chemistry managing partner Mel Moss said: “Red Rat’s culture and approach to looking after its customers means it stands head and shoulders above other streetwear retailers in New Zealand.
“To be part of the new strategic direction and creative innovation for Red Rat is very exciting for our team at Chemistry.”
“With a big focus on growth, we’ll be taking a unique and creative approach to Red Rat’s marketing strategy, which includes testing new things out across digital, and building on the innovation that already exists within the company.
Chemistry cofounder and CD Susan Young said: “Red Rat’s drive and passion for the business feels like the perfect match for our team who pride themselves on pushing the boundaries in both the digital and creative landscape.”
Recent wins
Other recent wins for Chemistry have included OnePure, MTF Finance and Arena Living lifestyle villages.
The appointment is effective immediately.
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