Chrissie Deakin, Associate Communications Planning Director of OMD UK, reviews Cath Kidston magazine
Jul 2009
Having just launched in January 2009, I thought the Spring and Summer issues showed a promising start. The home products that were themed around the ‘Easter Brekkie, Easter Bake' occasions, captured the essence of eclectic, rustic country living that is synonymous with the Cath Kidston brand.
Meanwhile the ‘Let's Picnic' feature, included recommendations on ‘Our Top Picnic Spots', tapped into the public search for authenticity and a celebration of nostalgia.
Both issues contained an interview with celebrities with a difference; Peggy Porsche (gifted cake creator) and Kirstie Allsopp (TV property queen) who gave an insight into a world that celebrates tradition, home-making, antiques and all things vintage, thus setting the magazine apart from other lifestyle magazines on the market.
The magazine has a very varied layout which is in keeping with the ‘shabby chic' tone of the brand. People like brands that facilitate discovery and yet also make life easy, so the challenge is for this magazine to extend the Cath Kidston customer experience to a much broader audience.
Its recent tie-up with Easy Living magazine expanded its reach and was also Easy Living's highest selling issue to date, suggesting that the public appetite for the Cath Kidston brand has considerable room for growth.
Chrissie Deakin, Associate Communications Planning Director of OMD UK
