House of Fraser pushes premium fashion credentials in £5m festive campaign

House of Fraser is launching its first TV brand campaign for 11 years to increase its share of voice in the crucial festive tradition period as part of a plan to increase marketing investment to position itself as the home of premium fashion brands.

The ad, which launches on TV tomorrow (15 November), introduces House of Fraser’s new strapline, “Be you no matter who”. Created by 18 Feet & Rising, the spot takes a documentary-style approach featuring models talking to camera about Christmas gifting.

The TV campaign is supported by social media activity, while the campaign’s “look and feel” will be reflected in-store, in direct marketing and email activity, in print advertising and in the retailer’s own magazine.

Speaking to Marketing Week, House of Fraser’s brand director Tony Holdway says the campaign is the culmination of 18 months work to understand House of Fraser customers and the brand’s position in the market. He said it’s premium fashion brands are what generate the “excitement” around the brand.

The campaign aims to communicate that shoppers have access to have a huge range and choice of brands so they can choose whatever product they want and reflect who they are. He said the aim will be to convince lapsed shoppers to give House of Fraser another try.

“We have a core set of customers that are loyal, who get the premium nature and who love the brand. There are others who don’t shop with us and therefore didn’t understand what made us unique or different. The core of this campaign is fashionable giving – to combine fashion and giving to give people a reason to shop with us at Christmas,” he added.

House of Fraser has spent “north of £5m” on this campaign, making it easily the retailer’s biggest ever. Holdway said that reflected a confidence in the message it is putting out there and success it has had in terms of marketing effectiveness in the past few years as it pushes its fashion and premium credentials.

If the campaign is successful – which will be judged on sales as well as new customers through the doors – it will lead to a sustained rise in marketing spend for the brand.

“We are increasing our investment in marketing. The results over the last few years mean we are confident. We have chosen the most exciting point in the year to get going again and we are going out with an exciting message and confident on ROI. There is a big opportunity for us to have a good Christmas,” he said.