Warehouse launches campaign to boost fashion credentials

Warehouse, the women's fashion brand, is rolling out its first major marketing campaign in years, in an attempt to get women to reappraise the fashion credentials of the brand.

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The Aurora-owned fashion retailer has appointed creative agency ODD to create a year-long integrated marketing campaign, repositioning it as a shop for "lifestyle moments".

The campaign, which launches tomorrow (26 January), will run across digital, outdoor, point of sale and in-store.

It features high-end fashion photography and short films, shot and directed by Kourtney Roy, to emphasise its fashion credentials.

Social media forms a key part of the campaign, and it is also launching a Facebook app, which links to a user's calendar and suggests outfits for events they plan to attend, such as nights out and weddings.

The retailer, which launched in 1976, now faces tough competition on the high street from the big department stores and small boutiques.

Warehouse wants to attract new customers who may not have considered it before.

The campaign comes ahead of the brand's new marketing director Jennifer Roebuck, former head of digital and ecommerce at French Connection, joining the company in February.

She replaces Lorraine Pringle, who left last year to join luxury fashion brand Radley.

Follow Sarah Shearman on Twitter @Shearmans

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