Department store giant David Jones unveils new Spring/Summer 2016 collections and new brand promise.
Department store giant David Jones has launched their new Spring/Summer 2016 collections, along with a new brand promise ‘One Name: Endless Possibilities’. The new campaign was launched over the weekend, with an accompanying video shot entirely on an iPhone in New York, debuting the department store’s new direction. Featuring ambassadors Jessica Gomes and Montana Cox, alongside Swedish supermodel Elsa Hosk, it marks a new strategic vision for David Jones, moving on from its previous campaign ‘#itsinyou’.
Working with Whybin\TBWA, Sydney, the clip depicts the ambassadors expressing how New York City makes them feel, whilst modelling the latest ranges. Describing the energy, and the endless possibilities, the city is the perfect setting for a fresh start for David Jones. Michiel Tops, General Manager of Marketing and Communications, explains how the new brand promise ‘exemplifies David Jones as a brand, and what (they) offer to customers’.
Further rationalising that ‘there is only one name synonymous with bringing the finest of the world to Australia – that is David Jones, offering endless possibilities for quality, service and style’. ‘The new campaign captures the intoxicating promise of new beginnings and an exciting new chapter in the department store’s rich history’.
David Jones is likely hoping this new campaign will allow the brand to maintain its strong lead on major rival Myer, and further contribute to the growth in sales experienced by the department store. Demonstrating a true evolution of the brand, the new mantra is a far cry from previous tagline ‘Lead an Extraordinary Life’, which former General Manager of Marketing, Victoria Doidge admitted did not resonate with customers.
After the ‘Lead an Extraordinary Life’ misstep, David Jones has continually demonstrated their understanding of the core customer base. Knowing that in order to thrive, they cannot just target the elite. This new campaign is another great example of how the department store has been able to create and maintain its market dominance, and shows a promising new direction for the brand.
I personally believe this new brand promise is one that captures the exact offering of the department store giant. Encompassing a retailer offering luxury brands in the likes of Hugo Boss, Armani and Calvin Klein, while also offering brands that are accessible to the bulk of the population, in the likes of Industrie, Bonds and Studio W. This new direction creates anticipation for the exciting possibilities moving forward – exploring what could be for David Jones.
Take a look at the ‘One Name: Endless Possibilities’ campaign here:
Brand Strategy Intern
Credits: David Jones, Mumbrella & AdNews.