Littlewoods unveils £4m ad campaign
Littlewoods Shop Direct Group is launching a £4m ad campaign promoting both its clothing and non-clothing ranges as it shifts away from a mail-order model to focus on its internet business.
The activity, created by WCRS, marks a change in strategy for the brand,
which has focused on repositioning as a fashion-led retailer - it is
creating seven womenswear brands this year to accompany its £50m
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The ad, which was shot in Brazil and introduces the strapline 'Bringing
style to your door', features a 'tribe' of women wearing clothing and
playing with products taken from a Littlewoods Direct plane that has
landed on their island. The pilots are played by style gurus Trinny
Woodall and Susannah Constantine.
The TV work will be supported by an online push and ads in women's
titles including Marie Claire and Glamour. The brand also sponsors ITV
show Trinny and Susannah Undress the Nation.
The activity, which breaks next Monday (7 July), is part of a £16m
adspend this year, aimed at driving the firm's online business. This is
forecast to reach £1bn by 2011.
The firm, which is owned by Daily Telegraph proprietors the Barclay
brothers, is two years into a five-year turnaround programme, following
its merger with Great Universal Stores in 2005. Its own-brand products
generate 50% of sales.
The brand's marketing is overseen by David Inglis, who joined
Littlewoods as group buying and merchandising director last March and
was promoted to group trading director in January as part of a board
restructure.
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