Damart, a Yorkshire fashion retailer, unveils a television and digital campaign aiming to transform perceptions among its mature female audience.
- In response to customer insights, Damart seeks to address feelings of neglect among women aged 60-75 with its latest promotional effort.
- The campaign, crafted in collaboration with agencies 26PMX, EssenceMediacom, and Sharp, is set for a wide release, utilising TV, alongside digital and social media channels.
- Marketing Director Ben Phillips highlights the initiative as a pivotal moment for Damart, aimed at celebrating diversity in size and style.
- The strategy includes a hybrid approach to maximise audience reach and enhance customer engagement, particularly through online platforms.
Damart, a renowned fashion retailer based in Yorkshire, is making strides with its new national advertising campaign targeting its core demographic of women aged 60 to 75. This effort reflects Damart’s proactive response to research indicating that many within this group feel overlooked in the fashion industry. By focusing on inclusivity and authenticity, Damart aims to ‘unlock their true selves’ for these women, offering designs that cater to a wide array of body shapes and sizes.
To execute this vision, Damart has partnered with notable agencies such as 26PMX, EssenceMediacom, and Sharp. The campaign will be broadcast nationally across television, as well as through various digital performance channels and social media platforms, promising extensive reach and engagement. This collaboration marks Damart’s return to television advertising, an endeavour they had not pursued since 2021.
Ben Phillips, Damart’s Marketing Director, elaborated on the campaign’s significance, stating that it is a ‘turning point’ for the brand. He expressed pride in offering clothing that recognises and appreciates real women, demonstrating a commitment to detail. Phillips also noted the importance of their alliance with The SHARP Agency in launching this campaign, which aims to share Damart’s message broadly.
From a digital perspective, Amy Naughton of 26PMX emphasised the potential to attract new female customers via online channels, noting that their strategy is designed to complement Damart’s innovative TV content. This approach is intended to drive significant returns, improving conversion rates and introducing Damart’s offerings to a digitally-savvy audience.
Chris Holt of EssenceMediacom further detailed the campaign’s hybrid strategy. It strategically spans across multiple broadcasting stations during both day and early evening to maximise visibility among the target audience. This method not only seeks to draw traffic to Damart’s online presence but also aims to boost the number of new customers engaging with the brand.
Damart’s renewed advertising efforts highlight its dedication to rejuvenating brand perception and embracing inclusivity for its audience.
