Yorkshire fashion retailer, Damart, launches a campaign to enhance customer relations through national television and digital platforms.
- Research reveals that women aged 60-75 feel overlooked in the fashion industry.
- Damart aims to empower these women by offering inclusive clothing options.
- The campaign involves collaborations with notable agencies for expansive media coverage.
- The strategic initiative seeks to transform customer perception and broaden Damart’s audience.
Yorkshire’s own Damart is taking decisive action to reconnect with its primary customer base through a nationwide television and digital campaign. According to the company, this move stems from extensive customer research identifying that their key demographic—women aged 60-75—often feel overlooked in the fashion narrative. This initiative aims to address these concerns by promoting inclusivity and style that truly resonates with their audience.
Damart’s latest campaign is crafted to empower women by highlighting the diversity in body shapes and sizes through its clothing lines. This approach is intended to help women “unlock their true selves,” thereby enabling them to feel both seen and appreciated. The strategic execution of this campaign involves partnerships with 26PMX, EssenceMediacom, and Sharp, leveraging these collaborations to ensure comprehensive media reach across various platforms.
As part of its forward-thinking strategy, Damart has not produced a television advertisement since 2021, making this campaign a significant milestone. Marketing Director Ben Phillips emphasized the company’s dedication to crafting a “range of clothing that sees, fits, and understands real women and is truly dedicated to detail.”
The digital marketing plan is set to bolster Damart’s presence online and introduce new customers to the brand. According to Amy Naughton, Managing Partner at 26PMX, the focus will be on bringing more women to discover Damart’s products. Complementing the television spots, this digital push is anticipated to elevate site traffic and transaction rates significantly.
Chris Holt of EssenceMediacom outlined the intentional scheduling of this campaign, which utilizes a multi-station, hybrid strategy aimed at maximum impact during daytime and early evening slots. Such strategic planning is expected to drive a higher volume of quality traffic to Damart’s online platforms and enhance customer engagement.
This campaign marks a pivotal step for Damart in redefining its brand message and expanding its reach among its core demographic.
