Big name retailers launch marketing and experiential initiatives in-store and online.
John Lewis and Amazon have both launched heavyweight marketing campaigns for the summer season, with licensed brands no doubt set to benefit.
John Lewis is celebrating the nation’s favourite things, pastimes and quirks in its National Treasures campaign, which will run until August 20.
The campaign will be brought to life across all 48 John Lewis stores and online, with the ‘Summer Season’ being the biggest and most interactive programme of activity launched by the retailer to date.
John Lewis asked the nation what British summertime means to them and worked with British illustrator Paul Thurlby to create the campaign.
A first for John Lewis, windows and shop interiors will be transformed by Paul. As part of the exclusive partnership, Paul has worked alongside the John Lewis design teams to create a collection of illustrations that epitomise the customs, spaces, places, people and habits that we hold dear as a nation.
In addition, 220 life size characters will be a central feature in the Oxford Street atrium. Paul’s work will come alive in all of John Lewis’s windows, which run nearly a third of a mile in its shops.
In addition, there will be a series of interactive masterclasses, seminars, Q&As and workshops, while a ‘national treasury’ pop up shop will showcase a curated collection of products that celebrate craftsmanship, creativity, charm and character.
A collection of limited edition gifts that celebrate Paul Thurlby’s unique national treasure illustrations will also be available. The selection of illustrated products include tote bags, tea towels, chocolates and mugs.
Meanwhile, Amazon has pinpointed Sunday June 4 as the day when British summer will really kick off this year, based on trends sales data from 2013-2016.
The findings of the data were released to coincide with the launch of the #NowItsSummer store.
Combining weather data and Amazon’s recommendation technology, the #NowItsSummer store will display relevant summer-related products depending on the weather conditions where a customer lives.
The store will feature summer essentials such as garden furniture, BBQs, children’s toys, pet products, beach towels and more.
“Customers can be assured that whatever the weather, our selection of clothing, shoes, bags and accessories will have you covered,” said Maria Janssen, trend director at Amazon Fashion Europe. “Whether you need inspiration for a wedding invite, festival, or holiday abroad, there’s something for everyone.”
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