Debenhams airs ‘older’ads

This strange article headline appeared in the current version of Marketing.

It seems that Debenhams ( a large UK department store) has made the groundbreaking change to its strategy by using “older women”. Instead of using stereotypical models, the ads will feature both older and younger women – so the article says. Debenham’s director of marketing is reported as saying “Style is not linked to age. Many of our styles are worn by women from their 20s through to their 50s”. Well it is good to see that Debenhams has come to grips with age neutral marketing.

I don’t subscribe to the idea that you have to have use older models to appeal to older people. In most cases when it has been done it looks contrived. It will be interesting to see how they have managed this in new advertising campaign. Dick Stroud www.20plus30.com