Damart, a Yorkshire fashion retailer, is embarking on a mission to change perceptions with its latest national television and digital campaign.
- Research revealed that women aged 60-75 felt overlooked in the fashion industry, prompting Damart’s initiative.
- The campaign aims to empower women by offering inclusive fashion that caters to all shapes and sizes.
- Collaborations with agencies such as 26PMX, EssenceMediacom, and Sharp ensure a comprehensive outreach.
- The campaign marks Damart’s return to TV advertising, aiming to engage a broader audience across multiple platforms.
Damart, a well-known fashion retailer based in Yorkshire, has launched a national television and digital campaign to change perceived notions about its brand. Extensive research highlighted that its main demographic, women between 60 and 75 years old, often feel unseen and neglected by the fashion industry.
In response, Damart’s campaign is designed to empower these women by helping them ‘unlock their true selves’. The company aims to provide clothing that not only fits women of all shapes and sizes but also celebrates their individuality and uniqueness.
Crucially, Damart has partnered with credible agencies – 26PMX, EssenceMediacom, and Sharp – to ensure the campaign’s success across various channels, including TV, digital performance, and social media.
Ben Phillips, Damart’s Marketing Director, asserted, ‘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.’ His statement underscores the brand’s commitment to addressing the needs of its audience through detailed-oriented fashion offerings.
The new campaign also signifies Damart’s substantial investment in advertising, marking their first return to television since 2021. It aims to capture the attention of a broader audience, enhancing site traffic and attracting new customers.
Amy Naughton from 26PMX expressed optimism about the campaign’s potential to expand Damart’s customer base, especially through targeted digital plans to increase on-site conversions and engage new digital-first customers.
Chris Holt, of EssenceMediacom, highlighted the multi-station hybrid strategy that spans daytime and early peak hours, designed to maximise exposure and attract quality site traffic.
Damart’s forward-thinking campaign underscores its dedication to inclusivity and detailed fashion solutions for its core demographic, aiming to resonate widely and effect change in perceptions.
