Ariana Longson
Updated on: October 11, 2024 5:14 am GMT
Sophie Ellis-Bextor, the beloved British singer known for her hit “Murder on the Dancefloor,” is set to become the face of Freemans’ Autumn/Winter campaign, marking a significant collaboration between the iconic artist and the 119-year-old retailer. This partnership aims to reintroduce Freemans to the fashion market following its transformation into a digital department store earlier this year.
Filming Takes Place in Warrington
The highly anticipated campaign was filmed in various locations, including the elegant Treasury building in Warrington, where a film crew was spotted in July. Initial reports of filming in the area generated interest, as locals caught glimpses of Ellis-Bextor on set. The final product is a 30-second advert showcasing a range of women’s fashion styles and will premiere during high-profile television slots, including the Coronation Street ad break and the season opener for Channel 4’s Gogglebox.
Freemans Embraces Digital Transformation
After retiring its famous catalogue earlier this year, Freemans has directed its focus towards creating an online department store. Chief Customer Officer Richard Cristofoli expressed enthusiasm about collaborating with Ellis-Bextor, stating, “As one of the UK’s most iconic brands, we can think of no one better than one of the UK’s most iconic singers to lead the way with us as we continue to evolve.” This partnership represents an effort to modernize the brand and cater to changing consumer preferences.
Exclusive Music Preview
The Freemans advert will not only showcase the clothing line but will also feature an exclusive preview of Ellis-Bextor’s new song, “Freedom of the Night.” The track is set for release later this month. This integration of music and fashion is intended to enhance viewer engagement and broaden Freemans’ appeal to consumers seeking fresh and exciting content.
Excitement for the Campaign
Ellis-Bextor shared her enthusiasm for the partnership, stating, “I’m delighted to be onboard with Freemans. I remember it was one of the first places that I saw fashion everyone could access and started a passion that I hold today.” Her statement reflects a nostalgic connection to the brand and a commitment to promoting accessible fashion that resonates with customers.
Strategic Targeting of Consumers
Freemans has identified its target market as women aged 40 and above, aiming to position itself as a “style ally” for this demographic. The new Autumn/Winter range will feature major international brands alongside exclusive in-house designs from its parent company, Otto. This strategy is designed to meet the needs and preferences of its consumer base, which has evolved significantly in recent years.
Advertising and Marketing Plans
The campaign’s marketing strategy will leverage multiple platforms to reach a wider audience. The advert’s premiere during popular television programming is part of an overall approach to enhance visibility and attract new customers during the competitive holiday shopping season. Digital channels will also play a vital role in disseminating the campaign, aligning with Freemans’ commitment to digital retailing.
A New Era for Freemans
The collaboration with Sophie Ellis-Bextor signifies a new chapter for Freemans as it navigates the challenges of the modern retail landscape. By combining fashion with music, the retailer aims to create a memorable branding experience that appeals to both existing customers and potential new shoppers. As the campaign kicks off, all eyes will be on the advert’s reception and its potential impact on Freemans’ market presence.
The launch of the Autumn/Winter campaign, along with Sophie Ellis-Bextor’s music, shows an exciting way for stores to connect with shoppers. As Freemans starts this new adventure, it will be interesting to see how well their ideas match what people like today.
