Edcon’s Legit appoints Black River FC as new advertising agency
Marketing 160
Youth female fashion retailer, Legit announced the appointment of Black River FC as its new communications partner. Legit is part of Edcon’s stable, one of southern Africa’s leading clothing, footwear and textiles group.
Following a rigorous selection process, the Legit account was awarded to Black River FC, a medium sized, dynamic agency established in 2005. The agency has received numerous creative awards for its work on brands like Nando’s, 1st for Women and Virgin Mobile.
With more than 150 stores across South Africa, Botswana, Lesotho, Namibia and Swaziland, Legit is a female-only youth brand which was started by Edcon in 2002, with the objective of providing edgy, dynamic style for the fashion conscious shopper at affordable prices.
“We are thankful to our previous agency, The Jupiter Drawing Room, for years of dedicated service,” said Garth Napier, marketing executive for Edcon’s discount division. “We now look forward to joining forces with the team at Black River FC to grow and enhance Legit’s brand in the market.”
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