Aussie department store Harris Scarfe has unveiled a major new apparel range called ‘The New Easy Wear Edit’, with its first multi-platform campaign kicking off this week to support the launch.

Developed by J. Walter Thompson (JWT) Melbourne, the campaign aims to position the retailer as a destination for apparel among its 40-plus target audience with upbeat executions across multiple TVCs, digital and social activity, as well as significant in-store branding.

JWT Melbourne managing director Michael Godwin said the campaign was one of the first it has developed working with Jo Talbot and Elizabeth Wilmott from independent creative agency Girl, with which JWT Melbourne recently formed an alliance.

“It highlights a key reason why the alliance makes so much sense in enabling us to provide clients like Harris Scarfe with access to true fashion category experts in Elizabeth and Jo,” he said.

“We’re really proud of the work and are confident it’ll play an important role in the success of this exciting new range.”

Simon Burrett, general manager of marketing at Harris Scarfe, said: “’The New Easy Wear Edit’ range has been curated with our customer firmly in mind, offering a great quality range of fashion classics for men and women.

“These customers have a strong sense of their own style. We wanted this sense of self-confidence to come through in the work, and we are thrilled with the campaign.”

CREDITS

Client: Harris Scarfe

General manager of marketing: Simon Burrett

Marketing manager, apparel: Marianna Beniyamin

Campaign co-ordinator: Kristina Avtarovski

Content and social media specialist: Venessa Watson

Agency: J. Walter Thompson

Creative directors: Elizabeth Wilmott and Jo Talbot (Girl)

Group account director: Brittany Wickes

Account director: Melissa Pritchard

Producer: Katherine Muir

Directors: CKOL

Jessie Oldfield