Can Gomes push DJs' desirability higher?

Can Gomes push DJs' desirability higher?
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It may be winter but the retail giants are looking eagerly forward to spring and summer with David Jones giving fashionistas a taste of what’s to come with new face, model Jessica Gomes, taking centre stage.

Gomes took to the runway yesterday in her role as David Jones ambassador, a post previously held my Miranda Kerr.

Gomes is the newest weapon for David Jones' arsenal in the store wars against arch rival Myer.

The launch of DJs spring/summer collection comes after the 2013 Brand Desire report, revealed exclusively at B&T’s MAD Week, showed David Jones was outstripping its competitor.

DJ’s desirability has enjoyed a 48% leap while Myer’s has slid 29% on last year to take 155th place, far behind David Jones’ 89th place ranking.

Gomes may cause the store’s desirability to rise even further as, according to Alan King – the MD of Clear, the M&C Saatchi owned agency behind the report – Australian’s prefer a local approach.

 "They used to have Miranda Kerr wandering around New York or London, and I guess Australians didn’t really relate to that as much. Now, what they’ve purposely done is localise their advertising,” he said, adding that the models they use now in their advertising are now placed in recognisable Australian scenes.

"All our ad testing found that Australians relate to that more … it’s much more approachable," said King.

For more on the gap between DJs and Myer in the Brand Desire report click here. 

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