The retailer will abandon its existing approach in favour of a single advertising push that it hopes will be as successful as John Lewis' music-driven ads. House of Fraser is holding a pitch for an ad agency to create the campaign.
The strategic rethink follows the departure of House of Fraser marketing director Matt Chambers, who left his post last month. He will not be directly replaced, but Nigel Oddy, executive director for group merchandising and planning, is taking control of marketing.
House of Fraser has been a strong performer through the recession, following a rebranding exercise to take its department stores upmarket, with sales rising 8.5% over the 2010 Christmas period.
Speaking to Marketing, Chambers warned more work needed to be done to complete the turnaround. 'We spent four years growing the business and repositioning the brand,' he said. 'There is still a job to be done for [it] to bed in.'
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