Bingley based fashion retailer Damart has announced a new campaign to shift customer perceptions and help audiences unlock the real them.
Launching nationally across TV, digital performance channels, social media and more from 7th October, Damart has collaborated with performance marketing agency 26PMX, media agency EssenceMediacom and branding & marketing agency Sharp to create an engaging and emotive campaign, coinciding with the launch of its new Autumn / Winter fashion collection.
In response to audience research, Damart found its core customer demographic of women aged 60-75 felt alienated and unseen when it came to fashion – restricted by age and limited to a minimal range of choices, sizes, and trends.
However, Damart is on a mission to help women unlock their true selves, with specially designed fashion crafted to make wearers feel amazing through surprising details. The campaign highlights how Damart goes to the greatest lengths to design a wardrobe truly catered to all shapes and sizes through the fit, detail, colour range, and length options.
Through the new TV advert and visual assets, Damart showcases real women enjoying the freedom to be themselves in everyday locations and settings. The campaign highlights the unexpected details in Damart’s clothing – including its Secret Stretch jeans with an elasticated waist for extra freedom, Skin Soft knits that are kind to sensitive skin, and Toasty Thermal coats made to keep wearers perfectly warm. To celebrate the launch, customers can shop 20% off and receive free delivery at www.damart.co.uk.
Ben Phillips, Marketing Director at Damart, said: “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. 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, said: “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”.
Richard Sharp, co-founder & creative director of The SHARP Agency, said: “It’s exciting when Co-Create helps a brand to identify its ‘one thing’. In this case the ‘surprising detail’ and effort to make women feel amazing in their clothes. This campaign truly differentiates Damart on a feature that matters to the audience”.
Chris Holt, Performance Director at EssenceMediacom, said: “We’re thrilled to be working with Damart as they return to TV for the first time since 2021. 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.”
