Digital department store Freemans announced today (12 August 2024) the launch of a new campaign and collection. Called The Icons it will run for two months to transition into the new season.
Created specifically to bridge the gap at the end of Spring/Summer and the start of Autumn/Winter, The Icons offers every day fashion must haves that sit neatly in between the two seasons and reflects a change in customer mindset, rather than the traditional cadence of the industry.
Initially celebrating inter-seasonal newness, The Icons campaign is then further punctuated with the launch of seven iconic pieces that Freemans, backed by customer research, has identified as wardrobe ‘must-haves’.
These include -statement tees, striped cardigans, pinstripe suiting, wide leg trousers, boyfriend shirts, skirt dresses, and midi skirts.
The retailer’s exclusive collections- including bonprix and its own Freemans brand- are then also supported by a curated edit of famous third-party brands including pieces from Phase Eight, Sketchers, Joe Browns, Sosandar, Clarks and Levis to name but a few.
“It’s time for us to align seasonal transitions to the customer mindset. The end of season sale followed by the first drop of Autumn/Winter in September, which sees things like coats and jumpers in window displays and on-line landing pages no longer aligns to what the customer is wanting,” said Richard Cristofoli, chief customer oOfficer, Freemans.
“Through the launch of The Icons, we have deliberately tried to bridge this inter seasonal gap, with specially curated iconic products to entice and serve what we know is a changing customer need, all under-pinned with every day great value and our free delivery and returns promise.”
