Department store John Lewis has launched its first-ever above-the-line
marketing campaign to advertise its spring/summer season on TV.
The move marks a change in direction for the department store as it
usually runs its TV campaigns during Christmas and clearance sale periods
only.
The product-focused advertising campaign, named ‘Spring: we’ll help you
style it’ focuses on the “very best of the department store’s offering”
covering home, fashion, and for the first time in its TV campaign, beauty,
with the aim of bringing to life the retailer’s “viewpoint for the season
across all categories”.
The campaign highlights more than 200 products, with almost 60 percent
being its own-brand, as it looks to demonstrate its own design credentials.
For fashion, the campaign heroes the latest styles from 70s retro-chic
to utility and provides inspiration for customers, whether they’re looking
for advice around how to update their wardrobe with new season trends or
finding the latest “must have” shoes or handbag to finish their look.
While in home, the new season will feature a third more in-house
designed product, with a focus on colour, texture and small flourishes
which inspire customers to update their space in a more affordable way, and
beauty lovers will get fresh inspiration for the season with bright
palettes from new and innovative brands as well as well-loved luxury
options.
John Lewis launches first product-focus TV advert outside of Christmas
and clearance period
The TV advert debuted on March 9 at 9pm on ITV, and will run throughout
the spring season, ending April 26, incorporating the important Mother’s
Day and Easter periods.
John Lewis said the new campaign will be supported by a suite of content
that will feature across all customer touchpoint channels including its
e-commerce website, digital, outdoor and print advertising, email, social,
in-store and windows.
The campaign will also be supported by John Lewis’ internal social
programme, #WeArePartners, which now has 500 active staff members who
create and share content across their own social channels.
Martin George, marketing director at John Lewis Partnership said in a
statement: “We know that our customers want to hear more from us outside of
the Christmas period which is why we’ve launched our first ever Spring
TV-led advertising campaign, enabling us as a business to connect with more
people in the most relevant way.
“This campaign showcases our credentials as a brand in tune with modern
living and our expertise in design across our own brand products and the
very best of the brands we offer across fashion, beauty and home.”
The new spring campaign announcement follows the company reporting a 23
percent plunge in profits from 2018/19 after a “weaker performance than
expected”.
John Lewis and Partners operates 50 shops across the UK, 36 department
stores, 12 John Lewis at home and shops at St Pancras International and
Heathrow Terminal 2, as well as Johnlewis.com.
Images: courtesy of John Lewis and Partners
