David Jones has launched an interactive, shoppable campaign in a bid to lure young shoppers and capitalise on growth in the space.
The campaign, called '#WeAre', aims to
promote its stable of youth-focused fashion designers including Bec &
Bridge, Finders Keepers, MinkPink and Shakuhachi. It is led by a
45-second shoppable spot which allows viewers to click on the
products featured and be taken directly to product page on the DJs
The ad also profiles five fashion styles - bold, stylists, wild, dreamers and rebels - and invites consumers to click on them to view extended content.