Freemans has reported strong results from its ‘All Things Autumn’ campaign, with sales of its own bought and in-house designed collections, Together and Freemans 365, up 21% year on year. Together has recorded 270% year-on-year growth following its expansion into knitwear.
Spanning more than 2,500 products, the edit is designed, selected and curated for midlife women by women of the same age, bringing the best of the new season together in one place. The retailer describes it as its strongest own-brand womenswear collection to date.
The ranges are built around the season’s key colours, including burgundy, bitter chocolate, deep olive, fig and aubergine, grouped to make outfit building simple. The collection also spotlights autumn fabrics, from leather and suede to PU, fluffy knits and corduroy, with mix-and-match pieces in new shades and seasonal silhouettes, and consistent sizing across fabric types to help shoppers find the right fit.
The edit is aimed at women aged 40 and over looking for on-trend, affordable autumn wardrobes, and the Freemans.com team behind it are also all aged 40 or over, giving them direct insight into the target customer.
“We had an unseasonably mild and changeable start to autumn, followed by stormy, wet weather. Dressing for the season has been tricky, so we wanted to make looking good easier for our customers.”
Susie Calvert, Chief Merchandising Officer, Freemans
“Every piece in All Things Autumn is intentional and had to earn its place. Each one elevates an everyday wardrobe into something special for the season. The collection is aspirational yet feminine, with beautiful fabrics and sophisticated attention to detail.”
Hero pieces include the £28 Burgundy Sky Yarn Cardigan, the £85 Together Zipped Olive Shearling Coat and the £75 Together Zip Detail Denim Dress. Alongside these, the collection includes more fashion-forward designs that remain true to the brand’s heritage, and customers have been supported with autumn styling advice on social media, including tips on seasonal layering and rainy-day outfits.
The edit follows the expansion of Freemans’ core knitwear and outerwear categories and the relaunch of its Freemans 365 denim collection, which introduced a range of modern silhouettes.
“We’re confident this is our best-ever autumn range —by designing for real women and putting the customer first throughout product development, we’ve created an affordable collection that flatters her shape and helps her feel confident and feminine.”
Susie Calvert, Chief Merchandising Officer, Freemans
While All Things Autumn showcases the retailer’s own-brand ranges, it also sits alongside the digital department store’s growing marketplace offer, which includes a range of well-known third-party brands.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
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