Gok Wan has been made JD Williams’ official ambassador, in a move that coincides with his 50th birthday.
It comes as part of the retailer’s drive towards encouraging midlife women to embraced their style.
Well known for fashion makeovers on shows including How To Look Good Naked, JD Williams are launching a money can’t buy competition as part of the partnership which sees the retailer offer customers the chance to win a makeover with Gok and alongside £1,000 worth of fashion products ahead of Christmas.
The move follows on from a deal by the brand to sponsor Channel 5’s ‘Inspired Living’, which kicked off with a campaign starring Gok Wan, Judi Love and Helen Skelton.
It also comes after the retailer carried out a customer survey which revealed that 44% said they wanted to hear fashion advice from Gok Wan because he is entertaining, familiar and they can relate to him.
“We’re thrilled to be welcoming Gok Wan to the JD Williams family as our new brand ambassador. JD Williams is all about making midlife women feel amazing, and Gok Wan does just that through his warm energy, confidence and style advice to the often-overlooked midlife woman,” said JD Williams CEO of retail Sarah Welsh.
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She added that the decision had been based on research that showed that the retailer’s “target audience” absolutely loved him.
“I love what JD Williams stands for – proudly championing midlife women – and I’m beyond excited about becoming their new brand ambassador,” said Wan.
“For too long, midlife women have been ignored and I can’t wait to help JD Williams customers find their midlife style,” he continued.
I’m keen to get stuck in and help these women with the fashion advice they’re looking for, especially ahead of the Christmas party season,” Wan added.
“There is a lot of information out there so it is important that I provide honest, personalised and authentic advice, which I know I can offer. Just watch this space!”
