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Published
Oct 1, 2021
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Freemans launches major advertising blitz for October and November

Published
Oct 1, 2021

Freemans is on an early ad attack this autumn/winter in a bid to gain a promotional advantage in the run up to Christmas.


Kaleidoscope's A/W collection ad


The launch of three TV ads for AW21 comes three weeks earlier than in 2020 “to meet customer demand… with Christmas search terms appearing earlier than ever before”, the Otto Group’s UK online pureplay retailer said Friday.

“The multi-million pound move heralds the most confident and comprehensive marketing execution to date from Freemans”, it added.

It’s now part of Freemans’ heavy seasonal promotion strategy that last year saw the group launch its first-ever prime-time TV ad for the 2020 festive season. Now, the new multichannel campaigns for 2021 have already begun targeting its core 35+ year-old women and will continue through to mid-November.

Headlining will be Freemans’ exclusive AW21 ‘Star by Julien Macdonald’ line featuring Strictly – It Takes Two presenter and dancer Janette Manrara. It’s accompanied by new strap line 'Find Your Style’.

The ad is complemented by what Freemans described as “a fashion brand advert showcasing a wealth of third party brands that are available on its [website]”.

The second ad will feature Freemans’ online boutique womenswear brand Kaleidoscope. It said the ad’s creative is "firmly routed to appeal to the over-45 customer" who, according to the brand’s own research, “continues to feel largely ignored or not catered for by the High Street or online equivalents”.

The narrative shows how the retailer’s collections “understand this customer and provides a day-to-night solution” brought together with the strapline ‘Different by Design’ and features the voice-over of TV favourite Lisa Snowdon.

The retailer said the ‘hat trick’ of ads this year is completed with the a first ‘outing’ for its home offer. The home ad, which airs from next week, features new exclusive collections from interior designers Abigail Ahern, Henry Holland, as well as the second season home offering from Julien Macdonald.

Commenting on the A/W push, Richard Cristofoli, Freemans’ chief customer officer said: “Over the course of the pandemic we have had chance to reflect on customers’ needs and wants. This has included a complete re-imagining of the Freemans and Kaleidoscope brands, delivered at pace and across every customer touch point.  

“It also covered a reinvigorated product portfolio and offering, both from a third party brand and exclusive own-bought perspective across fashion and home”.

“These three campaigns represent our most confident positioning with strong and honest creative that we thinks allows us to stand out from the crowd.  It continues to help us to achieve our objective of becoming the on-line department store of choice and the go-to-boutique retailer for women over 45.”

All AW21 activity is led by digital and TV, supported by through the line marketing activity including PR, social and a new radio partnership with Smooth.

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