Online department store Freemans has unveiled a “multi-million pound” campaign, as a brand refresh that is aimed to appeal to female shoppers over 40.
According to the retailer, 40 year-old women drive 93 per cent of household purchasing decisions. They also spend £92 billion annually.
Drapers reported that the relaunched Freemans website is “easier to shop and navigate”.
The rebrand brought back Freemans’ hand written signature, which was last used in the 1950s. It also utilises a new colour palette of plums, greens and fluorescent accents for sales and special deals instead of the mango it was using for its logo before.
Ann Steer, CEO at Freemans, said: “While much of the retail sector is focused on attracting the next generation of shoppers, we’ve remained steadfast in our commitment to a customer we know exceptionally well: women over 40, one of the most influential consumer groups in the UK.”
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Freeman’s has highlighted that the brand refresh is a new business milestone, following its six year transition from catalogues to digital.
The marketing drive showcases a new editorial style of photography, with models wearing both third party ranges and own-brand. Freemans will also be using a new slogan; “Shopping is your department. And Freemans is your department store.”
The campaign will run across digital video, print, connected TV and nationwide radio. Its radio offering will feature female celebrities in the target audience age bracket, including broadcasters Nicki Chapman, Gaby Roslin, Zoe Ball and Kate Thornton.
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