Harris Scarfe Launches ‘The New Easy Wear Edit’ Apparel With New Campaign

 Australian department store Harris Scarfe has unveiled a major new apparel range called ‘The New Easy Wear Edit’, with its first multi-platform campaign kicking off this week to support the launch.

Developed by J. Walter Thompson Melbourne, ‘The New Easy Wear Edit’ campaign aims to position the retailer as a destination for apparel among its 40+ target audience, with upbeat executions across multiple TVCs, digital and social activity and significant in-store branding.

Michael Godwin, JWT Managing Director said: “This is one of the first campaigns we’ve developed working with Jo and Elizabeth from the Girl agency, with which JWT has recently formed an alliance. It highlights a key reason why the alliance makes so much sense in enabling us to provide clients like Harris Scarfe with access to true Fashion category experts in Elizabeth and Jo. We’re really proud of the work and are confident it’ll play an important role in the success of this exciting new range.”

Simon Burrett, GM Marketing Harris Scarfe said: “The New Easy Wear Edit’ range has been curated with our customer firmly in mind, offering a great quality range of fashion classics for men and women. These customers have a strong sense of their own style. We wanted this sense of self-confidence to come through in the work and we are thrilled with the campaign.”