Department store chain Gordmans is introducing its first advertising campaign (supporting its brand overhaul) since being acquired by Stage Stores in 2017.
Stage reformatted the Gordmans stores as off-price stores like Macy’s Backstage, Ross, and HomeGoods to attract bargain hunters with designer brands and products at lower prices.
DC-based Admirable Devil landed Gordmans assignment having previously worked on national TV and radio for Stage for three years.
The creative features brightly colored backdrops with attractive people surrounded by the retailer's product line. TV spots lean heavily toward the retailer's home goods and accessory assortment.
The media buy includes broadcast and cable TV in southern and midwestern states through June.
While Stage initially expected to solely relaunch Gordmans as an off-price shop, this reformat became so successful the company has now decided to transform some of its Stage stores using this same strategy. The company says it is able to convert stores to off-price for around $125,000 per store. In addition to the 58 reformatted Gordmans stores Stage anticipates rebranding 200 Stage stores by the end of 2020.