John Lewis takes aim at Debenhams with Alice Temperley push

John Lewis: multimedia campaign to promote Alice Temperley fashion range
John Lewis: multimedia campaign to promote Alice Temperley fashion range

John Lewis is looking to challenge Debenhams' designer credentials with a £3m marketing campaign to promote its new fashion and home collections, including a premium range designed by Alice Temperley.

The retailer is running a £2m multichannel campaign for its 'Somerset by Alice Temperley' range from today (3 September), to raise awareness of tomorrow’s launch of the exclusive collection. 

The collection marks the first time Alice Temperley has designed a collection for the UK high street and comes as John Lewis increasingly pushes its designer credentials. 

Marketing activity comes a week after Debenhams launched the latest instalment of its Life Made Fabulous campaign, which draws attention to the brand's designer-focused credentials. 

Creative from the John Lewis campaign was shot by fashion photographer Tom Craig and stars UK model Lily Donaldson. It will run in magazines, national press, outdoor and in-store. 

John Lewis has also created a 90-second film for the collection that will be seeded through social media and has been made compatible for the iPad and mobile phones. 

The campaign was created by Adam & Eve DDB, with media planning and buying by Manning Gottlieb OMD. 

John Lewis' flagship store in Oxford Street, London, is opening an hour early, at 8.30am tomorrow, to mark the launch of the collection, while the first 500 members of the John Lewis rewards programme who spend £50 or more on the collection will receive a limited-edition scarf designed by Alice Temperley. 

Meanwhile, the retailer will spend £1m on a campaign to support its biggest private label brand ‘House by John Lewis’, which includes 600 "affordable" products for the home. 

The activity will push John Lewis as a destination for "great design" and feature press, outdoor, digital, direct mail and in-store activity alongside a 16-page catalogue being carried in Stylist magazine.

Craig Inglis, marketing director at John Lewis, said: "The launch of Somerset and House marks a seminal moment for the John Lewis brand and these campaigns celebrate the strength of the collections through stunning creative work and innovative use of media."

The news comes on the same day Debenhams announced it was aiming to take on John Lewis, M&S and Next by doubling its furniture business by 2013. 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign