Debenhams campaign featuring older women reflects real women

Debenhams is launching an ad campaign starring older women, as part of its ongoing push to make its advertising reflect the diversity of its shoppers.

The department store group says it is the UK’s “only retailer to commit to reflecting its diverse customer base through representative imagery”.

The activity follows Debenhams’ advertising campaigns featuring a disabled model, six 16 and plus size mannequins and its decision to ban airbrushing in all its advertising collateral.

The retailer says ’The Style List’ campaign features models in their 40s, 50s and 60s as high street advertising and fashion imagery in magazines and stores is “dominated by models under 25” which neglects older women with big spending power.

The in-store, online and advertising campaign will give ongoing advice and guidance to women over 40 to achieve high fashion looks

Michael Sharp, Debenhams deputy chief executive, says: “This group of women aren’t communicated to by the fashion press and retailers with models of their own age. We wanted to be the first to put this right.”

’The Style List’ campaign is a joint venture with fashion commentator and diversity campaigner Caryn Franklin who says Debenhams is the only retailer “ready to change things” and that its strategy to reflect real women in its advertising is “a business savvy move”.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here