Damart, the online fashion retailer for the over-55’s, has launched a six-figure digital advertising customer recruitment campaign, There’s Much More to Damart, this month with a series of short videos aimed at re-asserting the brand’s expertise in the innovative, ready-to-wear market.
Best known for the iconic thermals it invented 65 years ago, the company has continued to innovate and the campaign will showcase key fashion pieces, which combine great innovation and style, in an integrated digital campaign across social media, display and paid search targeting 55+ women and aimed at attracting new customers.
Damart’s head of ecommerce Ben Phillips said: “For this campaign, in the UK, we have focussed on digital advertising rather than TV to enable us to best target our 55+ market which is more and more active across digital channels.
“Damart has a great heritage of innovation as well as design and style and this campaign will remind people of that by highlighting some key products and their USPs including our amazing perfect fit jeans. We want to challenge people’s perception of the brand and recruit new fashion-conscious customers in this demographic.”
The campaign comprises a series of YouTube videos focussing on the USP of each product and will run alongside an interactive campaign to encourage existing customers to share their style pictures using the hashtag #MyStyleMyDamart.
“The videos highlight our technical know-how as well as our commitment to style – this season we also partnered with the renowned fashion designer Christian Lacroix who designed a couple of items for the A/W collection”, explained Ben Phillips.
Damart UK is part of the French-owned company Damartex which is a signatory to the Fashion Pact launched at the 2019 G7 summit. Damartex has launched a ‘Change the World’ programme which will see the business work towards an end to single-use plastic packaging by 2022 as well as committing to 100% sustainable collections and being carbon neutral by 2030.
Damart’s campaign videos can be found here: