Department store Fenwick has unveiled its first-ever advert as part of a wider evolution campaign effort by the 140-year-old brand to reach out to a new generation.
Working with brand strategy consultancy At Large, Fenwick has developed adverts featuring young children dressed in the brand’s clothing and highlighting the store’s new womenswear and beauty lines.
Developed in partnership with creative agency MMBP, the images are illustrated alongside text such as ‘Give them something to talk about’ and ‘Quiet no more’.
Showcased as out-of-home (OOH), the adverts will be present in high-traffic footfall areas, including Old Street Roundabout in London and Edinburgh Picardy Place to Dalston Junction in London, as well as underground public transport stations.
In addition to the billboards, the campaign is supported by pop-up in-store activations, which will offer branded ‘Quiet no more shirts’ with free tote bags.
The adverts are accompanied by Fenwick launching a new look website with a fresh visual aesthetic designed for a different customer demographic, earlier this month.
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“The launch of our first-ever Fenwick brand campaign is a monumental moment for us. As a traditionally discreet brand, this is our time to be ‘Quiet no more’,” said Fenwick chief marketing officer, Mia Fenwick.
“Our campaign reaches out to a new generation who want to engage with authentic brands, feel seen and welcomed.”
The new campaign follows a series of impending store closures and openings for the department store chain.
The announcement of Fenwick in talks to take over House of Fraser Guildford store, comes in the wake of the chain revealing it would close its 130-year-old department store on New Bond Street.
Explaining how the £430m sale will help fund other locations, chairman Simon Calver said: “Decisions like this are always difficult but it is absolutely the right thing for the business.
“This was about what we need to do to ensure the business is on a really strong financial footing and can survive for another 140 years.”
