David Jones Goes Full On Denim In New Campaign

David Jones Goes Full On Denim In New Campaign
SHARE
THIS



David Jones has revealed a new multi-platform youth-focused fashion campaign called ‘Denim Destiny’ to celebrate its unparalleled portfolio of denim brands.

In addition to the above-the-line component, the next month will see David Jones execute a number of customer activations and experiences both in-store and online, dedicated to this wardrobe staple.

Highlighting this season’s denim trends, Denim Destiny centres around a mini-catalogue that acts as a guide to help consumers unlock and enhance different aspects of their personality by finding the perfect denim. It is comprised of 24 striking images featuring David Jones youth ambassador Montana Cox along with models Rob Moore and Victoria Lee. The models are pictured against an arresting black and white geometric backdrop, in tarot-inspired poses to represent the various ‘denim personalities’ including The Lovers, The Empress and The Dreamer.

DJs denim destiny girl DJs Denim Destiny man DJs denim destiny Montana denim destiny hero

The full ‘Denim Destiny’ guide is running as an insert in Elle magazine and hero images from the series are also being used in various youth fashion print and online executions over the month. The campaign creative will also carry through to in-store where it will inspire a series of windows and be represented on the shop floor.

To drive further engagement with the youth audience ‘Denim Destiny’ campaign will be bought to life via a personalised digital experience. Customers can identify their denim destiny by selecting the personality traits they most identify with and then share their destinies via their social media channels or click through to purchase via the online store.

In-store theatre will provide another touchpoint for customers, with selected stores featuring a pop-up bar, DJ, denim-clad dancers and a Napoleon Perdis Denim Beauty Bar. AG Adriano Goldschmiedwill be bringing to life the global ‘Ballerina Project’ with a live ballerina installation in the Elizabeth Street store on Thursday, 4th March from 5.00pm to 7.00pm. Meanwhile Levi’s® will offer a free customisation service at the Levi’s® Tailor Shop in the Market Street store for anyone who purchases their products from 1st – 8th March.

David Jones general manager marketing and communications, Victoria Doidge said, “The denim campaign is an important component of our youth marketing strategy. From the development of the ‘Denim Destiny’ creative concept to the interactive digital element and the in-store eventing it has been approached with a young dynamic consumer in mind.

“We’re excited to launch a sexy campaign that really speaks to our unrivalled selection of denim.”

Image via Retail Design Blog.

 

Please login with linkedin to comment

Clemenger BBDO Sydney Sorry

Latest News

US Cult Brand Yeti Enlists Alley To Drive Australian Expansion
  • Marketing

US Cult Brand Yeti Enlists Alley To Drive Australian Expansion

American cult brand Yeti has its international expansion sights on Australia and has enlisted digital marketing agency Alley to make its mark. The Texas-based company has reinvited the luxury cooler and outdoor accessories market, and Yeti’s partnership with Alley has already begun. Clayton Anderson, content and marketing manager at Yeti Australia, said: “We have big […]

The Five Annoying Habits You Need To Break
  • Opinion

The Five Annoying Habits You Need To Break

Scott Stein (pictured below) is a leadership and productivity specialist and author of Leadership Hacks: Clever shortcuts to boost your impact and results. In this guest post, Stein looks at the bad habits we all need to ditch to get our lives motoring once again… Do you ever feel like there are not enough hours in the […]

Motivation & Commitment: Why The Two Are Not The Same
  • Opinion

Motivation & Commitment: Why The Two Are Not The Same

Lisa Stephenson (pictured below) is a global speaker, leadership consultant success coach and author of life strategy book Read Me First. In this guest post for B&T, Stephenson says understanding how motivation and commitment differ could be a good way to achieving your goals… Working as a success coach has shown me that motivation happens on the inside and for […]

Opinion

by B&T Magazine

B&T Magazine
Thinkerbell Combine Cooking And Cabs In New Work For 13Cabs
  • Advertising

Thinkerbell Combine Cooking And Cabs In New Work For 13Cabs

A new TV series featuring celebrity cook, Anna Gare, and a team of real-life cabbies, hits the screens this week. The show, Anna Gare’s Cab Fare, follows the TV cook as she gathers stories and recipes from 13cabs’ diverse network of cab drivers – culminating in the creation of delicious dishes inspired by Australian drivers […]

Made In Katana Appoints Dylan Adams As Head Of Production
  • Advertising
  • Marketing
  • Media

Made In Katana Appoints Dylan Adams As Head Of Production

Australian-owned creative agency Made In Katana (MIK) has announced the appointment of Dylan Adams as head of production to support its growth in Asia. Adams is an ARIA award-nominated record producer, mix engineer, audio engineer and audio specialist. He joins MIK after a stint as head of music at post-production house Sound Reservoir. In his […]

Mamamia Media Group Appoints Howard Wilbury As Head Of Partnerships
  • Media

Mamamia Media Group Appoints Howard Wilbury As Head Of Partnerships

Mamamia has announced the appointment of Howard Wilbury to lead its premium partner division M+. Wilbury’s background spans both media owners and creative agencies, with stints at Channel [V], Westfield, DDB and M&C Saatchi. His most recent role was leading a full-service creative and production agency within the M&C Saatchi Group. Tony Prentice, chief revenue […]

Former Agency Boss Andrew Baxter Joins University Of Sydney’s Business School
  • Marketing

Former Agency Boss Andrew Baxter Joins University Of Sydney’s Business School

The University of Sydney Business School has announced the appointment of Andrew Baxter as an adjunct Professor of Marketing. Baxter is currently a senior adviser for KPMG’s entrepreneurial Customer, Brand and Marketing Advisory (CBMA), and previously headed agencies Ogilvy and Publicis here in Australia. In his new role, Baxter will work to establish a dialogue […]