Sophie Ellis-Bextor has been announced as the new face of Freemans’ Autumn Winter 2024 campaign, marking a strategic move for the brand.
- Freemans aims to transform into a digital pureplay by focusing its strategy on driving growth and enhancing its unique proposition.
- The campaign targets women over 40, aiming to position Freemans as a ‘style ally’ through new fashion collections and relatable communication.
- A 30-second advertisement featuring Sophie Ellis-Bextor will premiere on major TV channels and digital platforms this Friday.
- The campaign includes collaboration with popular stylists and influencers, enhancing its digital and social media presence.
Freemans, a digital department store, has unveiled its latest strategic move by appointing Sophie Ellis-Bextor as the face of its Autumn Winter 2024 campaign. This decision aligns with Freemans’ ongoing transformation into a digital pureplay, emphasising growth and relevance in the online department store arena. Over the past four years, the retailer has retired its long-standing catalogue in favour of a more modern digital approach.
The campaign, with Ellis-Bextor at its forefront, is crafted to revitalise Freemans’ brand image, showcasing a distinctive proposition that includes a diverse array of international brands, along with exclusive in-house designs and ranges sourced by its parent company, Otto. A key aim is to capture the interest of women over 40, positioning Freemans as a ‘style ally’. Research conducted by Freemans indicates that this consumer group is often overlooked in terms of authentic and relatable fashion communication.
A highlight of the campaign is a 30-second film starring Sophie Ellis-Bextor, which is set to premiere on ITV during the Coronation Street ad break as well as Channel 4’s Gogglebox season opener. Additionally, the advert will be showcased on YouTube and major digital platforms, thereby reaching a wider audience. The advert, shot across various locations such as Stockport, Warrington, and the Trafford Centre, is set to the tune of ‘Freedom of the Night’, a new single by Ellis-Bextor due for release later this month.
Complementing the main campaign is the ‘Style Squad’, a group of stylist influencers including social media personalities like @im_simply_irene and @rantsandbigpants, who boast a combined following of over one million. These influencers will engage audiences through digital channels, offering fashion tips and advice alongside Ellis-Bextor. This initiative reflects Freemans’ commitment to addressing customer needs for support and guidance in fashion choices.
The collaborative effort behind this campaign sees contributions from MullenLowe’s creative team and media strategy by the7stars. Loren Cook from MullenLowe expressed enthusiasm for this partnership, highlighting Ellis-Bextor’s style and the upbeat nature of her new track as fitting the ethos of Freemans’ brand evolution. Meanwhile, the campaign extends across various channels, including online, social media, and public relations, with particular attention on emerging platforms like TikTok for video shopping advertisements.
Sophie Ellis-Bextor’s participation underscores Freemans’ commitment to modernising its brand while effectively engaging a diverse audience.
