Member Article

Bingley fashion retailer Damart raises its profile with ITV ad deal

Online fashion brand Damart, based in Bingley, launches its first UK TV ad campaign today as part of its modernisation programme to attract a new generation of customers.

The DRTV ads will air across five channels, including ITV and ITV3, for four weeks from March 17 with around 580 showings during that period. They will feature product from the new Spring/Summer 2014 collection.

Damart’s Marketing and Ecommerce Director, Phil Anderson said: “Damart has a strong and rich 60-year history as a creator and manufacturer and has an excellent reputation amongst our 1.5 million customers, ahead of many well-know high street names.

“But many of our target customers, whilst they recognise the brand, don’t fully appreciate the quality and range of styles we have to offer the 55+ year old. This investment is part of our marketing strategy to change that mindset.”

The advert, featuring three models at a photographer’s studio shoot and is part of a modernisation of the brand across the board including the brand identity, catalogue presentation, press advertising, web investment, social media and customer service.

Phil Anderson said: “Our existing customers have responded positively to these changes and now we want potential new customers to take a look at us with the TV ads working as a driver.

“The strap line, ‘the art of feeling good’ encapsulates our reputation for making stylish, good quality clothes using appropriate fabrics to enhance the look and feel for customers.”

Damart UK has a strong British heritage in the home shopping market and recently celebrated it 60th anniversary. Best known for its thermals, invented in 1953, it specialises in stylish, quality fashion for the senior market.

This was posted in Bdaily's Members' News section by Clare Burnett .