Online catalogue retailer JD Williams is set to launch its first TV advertising campaign this Friday (5 September) starring TV presenter Lorraine Kelly.
The advert – part of a multimillion pound campaign – targets fashion specifically for “the forgotten fifties”, following research that revealed the over 50-year olds feel high- street retailers don’t provide contemporary styles suited to their figures.
Set in a coffee shop the advert shows a woman dancing spontaneously prompting onlookers to join in.
The ad, which focusses on JD Williams’ autumn fashion range, will appear in and around Emmerdale, Coronation Street and The X-Factor on ITV.
A new winter version of the ad is set to follow on 17 November featuring party season attire.
Angela Spindler, chief executive of N Brown Group, owner of JD WIlliams, commented: “We wanted to produce an advert to highlight a major shift the brand has made this season in price, product and presentation. The aim was to convey how the JD Williams’ brand can ‘put the fun back into shopping and fashion’ with the strapline: looking good has never felt so good – based around the JD Williams guarantee of clothes that fit and flatter the mature figure.
“These key messages came from customer insight – we wanted to reflect our shopper’s celebratory attitude to life and of course feature our brand ambassador Lorraine – a celebrity that our customers relate to and look up to as a role model.”
Kelly’s personalised autumn winter edit for JD Williams is available online and through the retailer’s catalogue. The collection will be updated throughout the season, with Kelly set to design her own collection for spring, available from January 2015.