Freemans' autumn campaign calls on consumers to 'Find Their Style'
Digital department store Freemans has launched its Autumn/Winter 22 campaign that invites customers to ‘Find Their Style’ with its exclusive designer brands Star by Julien Macdonald and Love Mark Heyes headlining.
The holistic campaign initially launches via online, e-mail, paid social, organic and a series of digital ads, but will be supported by two TV ads that launch the following week. These will rotate throughout September and early October focusing on those key Macdonald and Heyes brands.
Wider campaign activity will be underpinned with a celebration of Freemans’ other exclusive labels, including Aniston, Lascana, Kaleidoscope and its value fashion offer bonprix, featuring across digital and social.
The campaign also comes with the hastag ‘bemorefree’, “celebrating the retailer’s always-on free delivery and returns promise”.
The activity aims to further position Freemans as the “digital department store of choice with a raft of exclusive ranges you won’t find anywhere else”. This includes dresses from £19.99 and tops from £9.99.
Specifically, the Star by Julien Macdonald ad sees another outing from former ‘Strictly’ dancer and TV presenter Janette Manrara wearing a selection of the season's pieces. The 20-second ad was shot on location in Cheshire and will air from 8 September.
Love Mark Heyes features the TV presenter and stylist who proclaims “he has been helping to dress the nation for over 25 years”. The ad features models of different sizes, ages and ethnicities and “celebrates feeling good, fantastic, footloose and freedom”, all under the ‘Find Your Style’ umbrella. The ad was shot on location in London and will also air from 8 September.
Richard Cristofoli, Chief Customer Officer at Freemans, said: “As we enter AW22 we wanted to celebrate the breadth of our offer, showcasing our exclusive collections and brands and exciting customers with ranges that you can’t find on the high street – there’s also a big focus on value with some amazing prices points in the new collections. We feel that there is something for everyone, whatever your style, whatever your budget and whatever the occasion."
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