Freemans shifts focus to online shopping

by Miranda Fitzgerald, Marketing 12-Nov-08, 15:03

Home-shopping retailer Freemans is rebranding this month, unveiling a new website, logo and photographic approach intended to encourage its customers to shop online.

The catalogue company's online sales have doubled during the past two years. To reflect this, it has reworked its logo to include ‘.com'. The fresh identity will be introduced to Freemans subscribers by direct marketing.

The relaunch is being supported by an autumn press advertising campaign in titles including Cosmopolitan, Marie Claire, Heat and Closer.

Freemans has also recruited stylist and TV presenter Nicky Hambleton-Jones to offer style advice to customers in the catalogue, online and via an email advice service. The move follows market research that found that more than 90% of Freemans' customers rate the 10 Years Younger presenter highly for giving style and anti-ageing advice.