Digital department store Freemans is showcasing newly-added labels Sosandar, White Stuff, Little Mistress, Gola and Colorwow, in its ‘Destination Summer’ campaign.
The 20-second hero spot is the latest iteration of the brand’s Made You Look creative, designed to grab attention and modernise perceptions of the retailer.
Created in partnership with Freemans’ longstanding partner Mullen Lowe, the campaign – which features a variety of models in summery outfits – will be amplified across all Freemans’ owned channels as well as digital, paid social, Youtube and Pinterest.
Returning for her second voiceover stint for the retailer, comedian Katherine Ryan says: “So if you are headed to the beach, off to the races, or chilling in the back garden – shop the hottest summer hottest summer styles, from the biggest brands all with free delivery.”
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The primary product focus is firmly centred on swimwear, casual day wear, summer occasion and outdoor living.
Last year, the retailer announced that it had dropped its physical catalogue, and has since been on a fast-paced transformational online journey, adding customer numbers and growing share ahead of the market as it emerges as a digital-only player.
“Destination Summer is about ensuring the Freemans is front of mind for everyone’s summer needs, be it a day on the beach, a trip to the races, a BBQ in your back garden,” said chief customer officer Richard Cristofoli.
“For dressing up or dressing down across fashion and home Freemans has the answer with our best ever range of big name brands backed by products that is exclusive to us.”
