Freemans, the digital department store, today (3 May 2023) shared some welcome sunshine with an exclusive preview of its new Summer campaign including its latest TV ad that airs on Saturday 6 May 2023 and runs through to July.
Aptly introduced with the invitation to ‘Get Set for Summer with Freemans’ the advert features some very well-known television dancing talent- favourites Janette Manrara and Flavia Cacace-Mistry are joined, for the first time, by Nadiya Bychkova.
The voiceover, by actress and Loose Women panelist Nadia Sawalha, continues with ‘wherever your summer takes you, shop fashion, beauty and home, with free delivery and flexible ways to pay’. Signing off with the now familiar strap line of Freemans, ‘Be More Free’.
The well-known Saturday night telly trio showcase some of the best fashion that Freemans have to offer this summer from Janette’s former dancing partner and friend, designer Julien Macdonald whose exclusive STAR range has built into one of Freemans’ most successful collaborations in its 100-plus year history.
Flavia Cacace Mistry shows off highlights from the Aniston brand and Nadiya Bychkova is doing the same with the Lascana brand- both exclusively available via freemans.com.
Shot in and around Majorca, the all-channel campaign features beach and casualwear, swimear, summer denim and party dresses- launching across all channels simultaneously on 6 May 2023.
The campaign is the latest to position the fast growing retailer as the ‘go to’ digital department store, where customers can discover fashion that’s fit for all, whatever their size, age, lifestyle, personality, or budget.
‘Feels Like Summer’ builds on the empowering freedom messaging being used on-line, within CRM, digital and socials.
“Summer feels like it’s been a long time coming this year. With lighter nights and warmer days forecast, at last, it’s time to celebrate everything that’s great about the season. Our product has been specifically selected to ensure we’re covering all price points- with value and style front and centre of the campaign” said Richard Cristofoli, Freemans’ Chief Customer Officer.
The on-going Loose Women ‘ident sponsorship’ will also be taken up another level using lifestyle images from the Majorca shoot featuring the three dancing celebs alongside an ever changing host of ‘hot topic’ questions for viewers including:
- What are your summer suitcase essentials?
- What do you pack for a girls’ getaway?
- How will you make a splash this summer?
- What’s your poolside style?
Once again, Freemans has used independent creative directors, supported by the retailer’s internal marketing and creative teams. The now familiar soundtrack ‘Do It’, from Daphne Willis also features.
The retailer recently announced the launch of a new and exclusive range called Freestyle, that will fill a casual daywear market opportunity, the retailer has identified, which continues to grow and was borne from a shift in how we dress due to changing work patterns.
Covering both womenswear and footwear with an ethos of easy going fashion designed to live and love life in. Freestyle offers denims, tees, linens, shackets, shorts, dresses, blouses, skirts, sweats, shirts, sandals and trainers.
Christmas sales at Freemans were also up 23% on the eight weeks 31 December when compared to the same trading period.
At the same time, it celebrated customer numbers exceeding 1m up 65% from two years ago when the retailer relaunched at the start of a digital brand transformation.
These results placed Freemans’ growth ahead of the market whilst delivering its transformation from legacy catalogue retailer into modern digital pureplay.
