Yorkshire-based fashion retailer Damart is embarking on a transformative national campaign.
- The campaign targets women aged 60-75, aiming to combat feelings of alienation from mainstream fashion.
- Damart partners with 26PMX, EssenceMediacom, and Sharp for maximum reach across various media.
- The campaign features television and digital channels, marking Damart’s return to TV advertising since 2021.
- Damart’s initiative seeks to celebrate diversity in fashion, focusing on inclusivity and detailed design.
Yorkshire’s esteemed fashion retailer Damart has launched an ambitious campaign aimed at reshaping the perceptions of fashion for women aged 60-75, who have frequently expressed feelings of exclusion within the broader fashion sphere. This campaign signifies a pivotal move by Damart to not only address but also embrace the unique fashion needs of mature women in the UK.
Supported by in-depth customer research, Damart identified that a significant segment of their demographic felt unseen by current fashion offerings. Consequently, Damart has decided to launch a campaign that highlights its dedication to inclusivity and the celebration of diverse body types. By focusing on creating a wardrobe that caters to all shapes and sizes, Damart endeavors to empower women to express their true selves through fashion.
In collaboration with prominent agencies such as 26PMX, EssenceMediacom, and Sharp, Damart’s strategy incorporates a robust mix of television and digital platforms to ensure wide coverage and effective engagement. This multi-pronged approach is designed to re-engage its core audience while attracting new customers through strategic exposure in various media forms.
Ben Phillips, Marketing Director at Damart, articulates the essence of the campaign as a transformative journey for the company. Phillips emphasises their commitment to providing clothes that genuinely see, fit, and understand real women, moving beyond mere aesthetics to meaningful, detail-oriented design.
The renewed television advertising initiative, a first since 2021, marks a significant development for Damart, underscoring its intent to communicate directly with its audience. This campaign is poised to drive considerable online engagement and brand interaction, as highlighted by Amy Naughton, Managing Partner at 26PMX, who foresees a notable return on investment and customer outreach.
Chris Holt, Performance Director at EssenceMediacom, stresses the importance of their multi-station hybrid strategy, which spans from daytime to early peak periods. This tactic is deliberately crafted to enhance audience reach and drive quality traffic to Damart’s platforms, reflecting the campaign’s underlying goal of broadening customer engagement.
This forward-thinking campaign by Damart represents a significant shift in fashion marketing, redefining the landscape for mature women.