David Jones launches campaign for spring / summer look

Department store David Jones has introduced a fresh brand campaign for spring/summer 2011 and 60 new labels, including Lanvin, Dries Van Noten, Hugo Boss Women, Hackett London, Victoria Beckham and Gucci.

This article first appeared the Ragtrader website.

The revamp, which will debut in line with David Jones' spring/summer 2011 collections launch on August 3, will see its tag-line updated to read “Was. Is. Always. David Jones” and will mark the return of David Jones ambassador Miranda Kerr.

The new campaign is an extension of the company's "Home of Brands" strategy and its position as the premier department store in Australia, promoting David Jones as: “Was like no other. Is like no other. Always will be like no other store”.

David Jones chief executive Paul Zahra said the modernised campaign, shot in Palm Springs, is designed to entice consumers with freshness and newness and will also include footage from the best of David Jones' archives, in order to leverage David Jones' heritage and positioning as the fashion authority in Australian retailing.

In conjunction with the David Jones spring/summer 2011 collections launch, the new campaign will also support and spruik the latest 60 additions to the department store's brand stable, which will join the 30 new brands announced by David Jones in January 2011.

“Our focus is on introducing freshness and newness into our business. Given current consumer sentiment, this season is the perfect time to inspire customers to shop with us by investing in our brand and our brand portfolio,” Zahra.

“Australian consumers are fashion savvy and online technology has enabled greater and faster brand awareness. This is a great opportunity for us to reinforce David Jones' position as Australia's fashion authority through our new brand campaign and by continually updating our brand portfolio to ensure we offer the best national and international brands. I am pleased to report that we have introduced 90 new and exciting brands into our business this year alone.”

David Jones group executive fashion & beauty Sacha Laing added that the new labels available will also include iconic international brands in order to offer customers a wide range of selection across the store.

"The new brands announced today are particularly exciting because they range across our most popular categories and will collectively appeal to a broad spectrum of our customers,” she said.

“We will launch iconic international brands Lanvin, Dries Van Noten, Hugo Boss Women, Hackett

London, Gucci jewellery, YSL jewellery and new international designer brands such as Victoria Beckham, Lucy in Disguise by Lilly Allen and Kardashian Kollection.”

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