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James Frain joins Cache as a consultant to advance marketing

25
Jul '06
Cache Inc, a specialty chain of women's apparel stores, announced that it has retained the consulting services of James Frain, former Chief Marketing Officer of Chico's FAS Inc, to spearhead an intensified marketing effort overseeing both direct marketing and advertising, including the planned launch of a Cache expanded customer loyalty program in 2007.

To support this effort the company plans to increase its marketing spend to 4% of sales from 3% currently beginning with the fall season.

Brian Woolf, Cache Chairman, stated, "We are delighted to have attracted Jim Frain to Cache. Jim has a proven track record for both creating and expanding direct marketing and advertising efforts in specialty apparel. We believe that his creativity and innovation will be advantageous to us, as we advance our brand building efforts and capitalize on the growth opportunities that exist for our Company. Jim's experience with customer loyalty programs, particularly at Chico's and White House Black Market will help Cache as we launch our new customer loyalty program."

"To support our enhanced marketing strategy, we plan to increase our advertising and marketing budget to 4% of sales from 3% beginning with the fall season," Woolf continued. "This will enable us to expand our direct mail circulation, develop a full catalog, and begin television advertising for the first time. We expect these efforts to heighten brand awareness while driving increased sales and profitability for our company."


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