Freemans launches multi‑million pound brand refresh targeting women over 40
Freemans has launched a multi‑million pound brand refresh aimed at women over 40, a group that drives 93 per cent of household purchasing decisions according to the retailer. The retailer says women aged 40 spend £92 billion each year.
The refresh brings back the hand‑written signature last used in the 1950s, now appearing on packaging, email headers and promotional graphics. It introduces a colour palette of plums, greens and fluorescent accents for sales and special deals, replacing the mango‑toned logo previously used across the site and social media. Freemans notes the change follows a six‑year shift from paper catalogues to a fully digital platform, which included ending catalogue mailings and upgrading the website and mobile app. The updated website, deemed easier to shop by Drapers, will back a campaign across digital video, print, connected TV and nationwide radio using the slogan “Shopping is your department. And Freemans is your department store.” and radio spots with Chapman, Roslin, Ball and Thornton.
“While much of the retail sector is focused on attracting the next generation of shoppers, we’ve remained steadfast in our commitment to a customer we know exceptionally well: women over 40, one of the most influential consumer groups in the UK,” Ann Steer, CEO at Freemans said.
Over the past six years Freemans has moved from issuing catalogues to operating primarily online. The hand‑written signature had not appeared on the brand since the 1950s before its return in this refresh.
What we know
According to the retailer, 40 year-old women drive 93 per cent of household purchasing decisions.
They also spend £92 billion annually.
The rebrand brought back Freemans’ hand written signature, which was last used in the 1950s.
Freeman’s has highlighted that the brand refresh is a new business milestone, following its six year transition from catalogues to digital.
Online department store Freemans has unveiled a “multi-million pound” campaign, as a brand refresh that is aimed to appeal to female shoppers over 40.