Yorkshire fashion retailer, Damart, is launching a national television and digital campaign to shift customer perceptions.
The Bingley company said it was responding to customer research, which found that its core demographic of women aged 60-75 felt alienated and unseen when it came to fashion.
As a result it’s hoping to help women “unlock their true selves” and showcase the lengths they go to, to design a wardrobe for all shapes and sizes.
It partnered with 26PMX, EssenceMediacom and Sharp on the campaign, which will run nationally across TV, digital performance channels and social media.
“This campaign marks a turning point for Damart and follows extensive research into what our customers truly need and how they want to feel when they wear our clothes,” said Ben Phillips, Marketing Director at Damart.
“We’re proud to offer a range of clothing that sees, fits, and understands real women and is truly dedicated to detail. We’re thrilled to have collaborated with The SHARP Agency, 26PMX and Essence MediaCom, launching our first TV advert since 2021, and are excited to share our message with the world.”
Amy Naughton, Managing Partner at 26PMX, added:
“We are delighted to be supporting Damart in their Autumn / Winter campaign, bringing new women online to discover and shop. With a digital plan designed to maximise Damart’s fantastic new TVC when on-air, we are confident we can drive uplift to drive a profitable return, increase on-site conversions and most importantly, through a targeted tactical plan, drive a new cohort of digital first customers for Damart”.
Chris Holt, Performance Director at EssenceMediacom said:
“Our multi-station hybrid strategy across daytime and early peak dayparts has been planned to maximise exposure to our core target audience and expanding reach with the aim of maximising quality site traffic and driving up new customer numbers.”
