JD Williams enlists Gok Wan to star in new campaign targeting over 45s

JD Williams, the fashion and lifestyle e-tailer, brings Gok Wan back to our screens to style well-known TV personalities in an ad campaign aimed at targeting the retailer's midlife audience.

The partnership sets out to reach the retail platform’s target customer (women aged 45 – 65). With this, JD Williams rebrands the word 'midlife', turning it into a positive by celebrating midlife women's new-found individuality and styles.

The line-up of TV personalities featured in the campaign includes comedian Judi Love and Channel 5 presenter Helen Skelton. During the clip, they're interviewed by the one and only ‘fashion guru’ Gok Wan, discussing how their style confidence has changed in midlife.

Sam Walker, Director of Group Marketing and Creative at N Brown, said: "JD Williams proudly champions midlife women and we’re excited to be launching a campaign with Judi, Helen and Gok to help women feel confident in dressing for midlife style.

"We understand our customers better than anyone, so we’ve worked with Sky Media to ensure that our campaign messages are more targeted across Sky’s platforms and to benefit from the wealth of data that we’ll gain through Sky’s ability to engage with their audience. JD Williams is all about making women feel amazing, and we’re confident that our new campaign will resonate with our customers."

Customers can watch 10-minute versions of the interviews on jdwilliams.co.uk, where Wan will explore Love and Skelton’s styles using JD Williams’ fashion, shapewear and beauty products.

Karin Seymour, Director of Client and Marketing at Sky Media, added: "Our JD Williams partnership is a brilliant example of a modern integrated partnership. Production, access to talent and advanced data sharing means that together with Channel 5 and the7Stars, we can drive JD Williams’ business forward by connecting and engaging their ideal audience."