Freemans has signed up Myleene Klass to be the face of its new holiday shop.
It’s the latest celebrity signing for the Bradford digital department store, after a Sophie Ellis Bextor-led campaign last year helped it grow sales 13% over Christmas.
“Everyone knows about Freemans, so I was delighted to get the call. In fact, Freemans was probably where I first started taking an interest in fashion,” said Klass.
“Fast forward to today and I have to say how delighted I was with the Lascana outfits I chose for the shoot. I think they look great – the team at Freemans has done a fantastic job curating a range that is inspirational and inclusive with a focus on how everything fits. When it comes to holidays – they have everything sorted! Summer is just literally just a click away at Freemans.com.”
READ MORE – Sophie Ellis-Bextor joins Freemans, and she’d better not kill the mood
The Lascana range is sourced from the retailer’s parent company The Otto Group and launches online today.
“It’s great to work with Myleene to showcase the very best we have to offer around holidays and the warmer months to come,” added Susie Calvert, Chief Merchandising Officer, Freemans.
“Our customers are always looking for age appropriate and relatable fashion inspiration and Myleene does exactly that and more – a welcome ray of sunshine – to help celebrate what we think is our best offer to date.”
Last year, Freemans announced a shift in strategy to reach new audiences targeting the 40+ female shopper. Its aim was to positioning its self as a ‘style ally’, to a consumer group, which according to its own research, still didn’t feel communicated to in “an authentic, informative and relatable way.”
“The evolution of the Freemans brand continues at pace,” said Ann Steer, Chief Executive Officer, Freemans.
“It’s essential that we develop ways to stay front of mind with customers old and new. Myleene helps to continue that momentum and it’s great to have her on-board. I hope customers love the shoot as much as we do. Roll on summer!”
Freemans stated that the Holiday Shop represented a large opportunity for the brand. Klass will help showcase its “difference” – a combination of well-known third-party brands heroed by Lascana.
Klass is a broadcaster, musician and campaigner for women and children.
