Davina McCall and Amanda Holden star in JD Williams autumn campaign

By

Sandra Halliday

Published
Sep 7, 2022

E-tailer JD Williams has unveiled its latest campaign featuring its two aspirational-but-accessible ambassadors, Davina McCall and Amanda Holden.

Focusing on fashion, home and beauty, they’re seen wearing key items from the new collections “that help celebrate everyday moments we all love, and specifically to take the stress out of the endless online search”.

That’s a theme being visited by a number of brands this season as they elevate the ‘everyday’ against an economic backdrop that’s ultra-challenging and try to attract customers who might be thinking twice about spending.

The offer includes the Great Outdoors collection that launches this month. It’s built around the idea of reconnecting with nature and includes cosy coats, boots, picnic hampers, flasks and even dog leads.

At the same time, the Big Night In collection debuts and that’s all about enjoying time at home in style with key pieces including scented candles and a popcorn machine, as well as comfortable pieces to wear at home.

JD Williams undertook research that showed its customers enjoy creating memorable moments for the people they care about and for that, they need “great fashion that fits, a stylish home and flexible ways to pay”.

Consumers can shop directly via edits that lean into seasonal moments with the process made as easy as possible by including all the categories the customer might want across fashion, beauty, and home.

It’s also continuing to target women “in their prime, whose family may have grown up and now have time to shift the focus back on themselves again”.

And like many retailers at present, it’s focusing on affordability and is highlighting its credit offer of a six-month 0% interest credit option for new customers via the launch of JDW Pay.