David Jones new brand campaign

David Jones has revealed a new positioning strap line to underpin a campaign to promote 60 new labels joining its stores from August 1.

The new brand campaign is anchored on the strap line: Was. Is. Always. David Jones.

The company said in a statement the phrase is an extension of the Company's 'Home of Brands' strategy and its position "as the premier department store in Australia".

"In other words," explains the company, "David Jones: Was like no other. Is like no other. Always will be like no other store."

The campaign, shot in Palm Springs, "is designed to entice consumers with freshness and newness".

The campaign also includes footage from the best of David Jones' archives, which leverages David Jones' heritage and positioning as the fashion authority in Australian retailing.
To support the new campaign and to further enhance David Jones' world class brand portfolio, the Company is introducing 60 new brands into its business. These brands are a combination of Australian and international designers and brands across the company's most popular categories and are in addition to the 30 new brands announced by David Jones in January 2011.

Read the full list of brands here.

Said CEO Paul Zahra said: "Our focus is on introducing freshness and newness into our business. Given current consumer sentiment, this season is the perfect time to inspire customers to shop with us by investing in our brand and our brand portfolio.

"Australian consumers are fashion savvy and online technology has enabled greater and faster brand awareness. This is a great opportunity for us to reinforce David Jones' position as Australia's fashion authority through our new brand campaign and by continually updating our brand portfolio to ensure we offer the best national and international brands. I am pleased to report that we have introduced 90 new and exciting brands into our business this year alone."

The new brand campaign and the 60 new brands coincides with David Jones' Spring/Summer 2011 Collections launch next Wednesday 3 August which sees the return of Miranda
Kerr on the runway and features the trends, colours and styles for the new season.

David Jones group executive fashion and beauty Sacha Laing said: "The new brands announced today are particularly exciting because they range across our most popular categories and will collectively appeal to a broad spectrum of our customers.

"We will launch iconic international brands Lanvin, Dries Van Noten, Hugo Boss Women, Hackett London, GUCCI jewellery, YSL jewellery and new international designer brands such as Victoria Beckham, Lucy in Disguise by Lilly Allen and Kardashian Kollection.

We are also launching premium Australian designer brands such as Lover, Bassike, Carl Kapp, Flannel, Little Joe, Megan Park, Rachel Ruddick, Lucette and other notable Australian brands such as Dosh, Cheddar Pocket, Status Anxiety and Curtis Stone Cookware," Laing said.

The new David Jones branding campaign will be unveiled at David Jones' Spring Summer 2011 Fashion launch on August 3. The campaign will then launch across the month in print, online and outdoor media.

David Jones has revealed a new positioning strap line to underpin a campaign to promote 60 new labels joining its stores from August 1.

The new brand campaign is anchored on the strap line: Was. Is. Always. David Jones.

The company said in a statement the phrase is an extension of the Company's 'Home of Brands' strategy and its position "as the premier department store in Australia".

"In other words," explains the company, "David Jones: Was like no other. Is like no other. Always will be like no other store."

The campaign, shot in Palm Springs, "is designed to entice consumers with freshness and newness".

The campaign also includes footage from the best of David Jones' archives, which leverages David Jones' heritage and positioning as the fashion authority in Australian retailing.
To support the new campaign and to further enhance David Jones' world class brand portfolio, the Company is introducing 60 new brands into its business. These brands are a combination of Australian and international designers and brands across the company's most popular categories and are in addition to the 30 new brands announced by David Jones in January 2011.

Read the full list of brands here.

Said CEO Paul Zahra said: "Our focus is on introducing freshness and newness into our business. Given current consumer sentiment, this season is the perfect time to inspire customers to shop with us by investing in our brand and our brand portfolio.

"Australian consumers are fashion savvy and online technology has enabled greater and faster brand awareness. This is a great opportunity for us to reinforce David Jones' position as Australia's fashion authority through our new brand campaign and by continually updating our brand portfolio to ensure we offer the best national and international brands. I am pleased to report that we have introduced 90 new and exciting brands into our business this year alone."

The new brand campaign and the 60 new brands coincides with David Jones' Spring/Summer 2011 Collections launch next Wednesday 3 August which sees the return of Miranda
Kerr on the runway and features the trends, colours and styles for the new season.

David Jones group executive fashion and beauty Sacha Laing said: "The new brands announced today are particularly exciting because they range across our most popular categories and will collectively appeal to a broad spectrum of our customers.

"We will launch iconic international brands Lanvin, Dries Van Noten, Hugo Boss Women, Hackett London, GUCCI jewellery, YSL jewellery and new international designer brands such as Victoria Beckham, Lucy in Disguise by Lilly Allen and Kardashian Kollection.

We are also launching premium Australian designer brands such as Lover, Bassike, Carl Kapp, Flannel, Little Joe, Megan Park, Rachel Ruddick, Lucette and other notable Australian brands such as Dosh, Cheddar Pocket, Status Anxiety and Curtis Stone Cookware," Laing said.

The new David Jones branding campaign will be unveiled at David Jones' Spring Summer 2011 Fashion launch on August 3. The campaign will then launch across the month in print, online and outdoor media.

Posted in: Luxury,retail