Freemans Appoints Sophie Ellis-Bextor to Lead Fall/Winter 2024 Reinvestment | kbnmart

Digital retailer Freemans is set to launch a powerful fashion campaign for the upcoming season, with singer Sophie Ellis-Bextor as the face of its iconic ads for Autumn/Winter 2024.

Ellis-Bextor – “the British icon (chosen) to reinvent a British icon” – will sit front and centre of the campaign to lead the brand’s “renewed strategy”.

The refocus is designed to “increase interest in Freemans.com and celebrate its unique proposition…with a range of major global brands, as well as exclusive collections designed in-house and sourced from parent company Otto.”

The ultimate goal is to “reach a new audience with a range of new season fashion collections.”

Targeting shoppers over 40, the campaign showcases its fashion credentials to position itself as a “style ally” for a group of consumers “who…still don’t feel they are being communicated in an authentic, informative and engaging way.”

A 30-second film starring Ellis-Bextor will premiere Friday (September 13) on CNBC. Coronation Street Commercial break on ITV and the season opener on Channel 4’s Gogglebox as well as YouTube and all major digital channels.

The advert was filmed on locations in Stockport, Warrington and the Trafford Centre, and the soundtrack includes an exclusive preview of the singer’s new single ‘Freedom of the Night’ which will be released later this month.

The product (according to Freeman’s strategy) is the focus of attention, as Ellis Bextor changes clothes five times as she emerges from the Freeman’s elevator, then moves to the singer walking down a cobblestone street, down an escalator, then into a “giant” wardrobe filled with the merchant’s products, and ends in a party scene in a bar. She is joined by models of various ages and sizes throughout the scene.

The 360-degree campaign also sees her join the newly launched Freemans Style Squad across social and digital channels – a group of style influencers who offer style tips and advice from “Get Ready with Me’s” to “Ask Me Anything” – in response to the retailer’s customers asking for more help and advice.

“We are excited to restore Freeman’s position in the fashion space as our transformation journey continues at a rapid pace,” said Richard Cristofoli, Chief Customer Officer at Freemans.

“As one of the UK’s most iconic brands, we couldn’t think of a better person than one of the UK’s most famous singers to lead the way with us as we continue to evolve.

“In collaboration with the Style Squad team, we are creating a content platform that responds to customers’ needs for more help and advice during the new season,” Richard added.

The comprehensive campaign will run across all channels including online, CRM, social media and PR. Paid social media, including Meta and Pinterest, will also support the retailer’s first-ever experience of video shopping ads on Tik Tok. The activity will be further amplified across PPC and out-of-home.