Shop Direct brands Littlewoods, Isme and Very have released their
autumn/winter advertising campaigns, revealing an investment of
more than £12 million.
Littlewoods invested £2.3 million into its multimedia
advertising push featuring brand ambassador Myleene Klass. The
first ads, based around the concept of “the Littlewoods
touch”, first aired on Tuesday, 25th September, and run for
six weeks across TV, print and digital channels.
Littlewoods said that following the premier of its autumn ad on
Facebook, unprecedented traffic to a fuchsia pencil dress
designed and worn by Myleene Klass meant initial stock of the
dress had already sold out before the first TV ad was shown.
“This is the first time ever that a Littlewoods garment has
sold out as a direct result of social media buzz,” says
Littlewoods brand director Gary Kibble. “There’s no doubt
that Myleene designed a show-stopping dress but the level of
demand has completely blown us away, surpassing out initial
projections by more than 400 percent.”
Littlewoods now expects sales of the dress to hit sales of 2,000
before Christmas, and Kibble says the company has “pulled
out all the stops” to bring in more stock. “[We] are
expecting delivery of a further few hundred pieces in the coming
weeks. Many of those have been preallocated so shoppers need to
move quickly.”
Sister company Isme invested £3.7 million in its
autumn/winter campaign, a year-on-year increase of more than 56
per cent. The push, which features brand ambassador Lynda
Bellingham, runs throughout October across TV, print and digital,
switching to a more festive treatment from 1st November to the
end of the year.
Very.co.uk invested more than its sister companies’ combined
spend on advertising, with £6.5 million ploughed into its
promotional programme. The investment represents a 41 per cent
year-on-year increase and sees the campaign run across TV, print
and digital for four weeks starting Monday, 8th October. Like
isme, the campaign then takes a more festive approach, focusing
on the dilemma of buying gifts for friends and family in the
run-up to Christmas.
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