Re-Branding David Jones for the Next Generation

2014

The combined spending power of Millennials - who now account for over 20% of the Australian population - is enough to make or break any retailer. Struggling to strike a chord with this invaluable audience, David Jones needed to find a way to get a well-heeled foot in the door with young Australian fashion fans. 

 

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A $2.6 MILLION PR VALUE

the BRIEF

David Jones is a long-standing fixture in the Australian retail landscape and a much loved icon among older Australians. However, somewhere along the road they failed to bring in the hearts, minds, and – most importantly – wallets, of younger Australians.

Given Millennials make up over 20% of the Australian population and 26% of retail sales, harnessing this audience wasn’t just a huge business opportunity, but a business imperative. DJ’s future success depended on establishing relevance with the next generation of shoppers.

THE STRATEGY

When trying to strike up a new friendship, it pays to have the following: some common ground, someone to put a good word in for you, and something to offer.

We identified fashion as a shared passion between DJ’s and young Australians – a desire to look great, express individuality, and discover new trends.

Despite DJ’s broader product offering, we decided to take a single-minded approach and focus on demonstrating their fashion prowess to this audience, as a way to get a well-heeled ‘foot in the door’ and put the brand on their radar.

We knew our success would depend on the all-important seal of approval from their trusted fashion influencers, lending us some much-needed credibility. Lastly, knowing Millennials value experiences over assets, our focus was looking for ways to create unique and interactive opportunities to include our audience.

THE EXECUTION

Introducing ‘The Fashion Project’ – a content-led campaign that celebrated both David Jones’ and the target audience’s passion for fashion.

‘The Fashion Project’ was designed to help kick-start the careers of the next generation of fashion professionals, offering unique, money-can’t-buy experiences across three distinct disciplines:

Walk with DJs:

A call out to aspiring models to walk for David Jones in the Virgin Australia Melbourne Fashion Festival (VAMFF);

Write with DJs:

A call out to an aspiring blogger to be part of the DJSTYLE Editorial Team;

Discover with DJs:

A  masterclass for 100 lucky fashion fans, with guest speakers including David Jones buyers, fashion designers, and stylists.

 

Credibility hinged on selecting the right partners and platforms to launch ‘The Fashion Project’ with.

We chose Pedestrian TV as our priority publishing partner, recognizing their strong existing relationship with people 15-24. Our fashion credibility was taken care of through an alignment with the Virgin Australia Melbourne Fashion Festival (VAMFF).

The campaign was run via a centralised blog, being curated by key fashion bloggers and supported heavily with digital and social advertising. The social profiles of all partners and ambassadors were leveraged to extend reach and impact.

THE RESULTS

With over 56,000 competition entries received, ‘The Fashion Project’ not only cemented DJ’s association with contemporary fashion, but also won us a place in the hearts (and social feeds) of young Australian fashion fans.

Most importantly, however, we delivered an amazing sales result against the target audience.

HIGHLIGHTS:

• Increase in sales across the following sections:
      Young Fashion: +45% 
      Australian Designer: +44%
• 56,000 Competition Engagements (e.g. entries)
• Cumulative Social Reach: 9.7 million
• 530,000 Earned Media Conversations
• $2.6M in PR Value 

 

A $2.6 MILLION PR VALUE
l 9.7 MILLION CUMULATIVE SOCIAL REACH
& 530,000 EARNED MEDIA CONVERSATIONS
$ 45% SALES INCREASE IN 'YOUNG FASHION'
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