David Jones has announced the launch of a multi-platform campaign aimed at driving its youthwear offer.
The #WeAre campaign will promote its stable of young designer brands including Bec & Bridge, Shakuhachi, Cameo, Finders Keepers, Staple the Label, Maurie & Eve, Friend of Mine and Mink Pink.
David Jones chief Paul Zahra said the youth category has experienced significant growth over the past three years and is an important target market.
"As part of our Future Strategic Direction Plan we set out to identify and target new customer groups and to focus our attention on becoming more "customer-centric" in the way we interact with customers.
"We identified the youth fashion market as a true opportunity for David Jones. In addition to refining our offer to ensure we offer the fashion brands that this customer wants, we have been focusing on engaging with these customers in a manner that they can relate to.
"Our #WeAre campaign is a reflection of this and delivers a true omni-channel experience via interactive digital mediums and in store theatre and events."
This includes the launch of its first shoppable video, starring youth ambassador Montana Cox.
The video content is inspired by the campaign’s five key hash tags: #WeAre - Bold, Stylists, Wild, Dreamers or Rebels.
The 45-second shoppable video allows viewers to click on the products featured and be taken directly to the product page on the David Jones webstore where they can purchase the item.
The user is also invited to choose a hashtag that they would like to view, in launching interactive footage depicting a youth and fashion narrative.
Customers can become a part of the #WeAre campaign by contributing directly via a user generated social media competition.
Running across Instagram throughout the duration of the campaign, customers will be encouraged to share a photo of their fashion style that aligns to one of the campaign hash tags and go into the draw to win David Jones Gift Cards.
In addition to the digital component of the campaign, David Jones will create in-store theatre experiences.
Events planned to take place in Davis Jones' flagship Elizabeth Street (NSW) store on 2 September include the #WeAre Youth Fashion parade which will be styled and hosted by bloggers Sara Donaldson and Rochelle Fox.
The parade will showcase key spring/summer 2013 looks from David Jones' youth fashion brands.
Customers will also have the opportunity to gain styling advice from the bloggers, meet designers, take part in beauty workshops, live musical entertainment and celebrity appearances.
MINK PINK: Part of David Jones stable.
