50 people strip in stunt for Fletcher Jones

This morning, creative agency Freeform set in motion a surprising strip-down for iconic Australian clothing brand Fletcher Jones as part of a strategy to reinvigorate the brand and roll out a brand communications strategy to launch the retailer’s re-designed Spring collection.

Melbourne peak-hour commuters at Southern Cross Station enjoyed some unexpected entertainment as 50 people bared all, stripping out of their tired old clothes and stepping into Fletcher Jones attire.

Sparked by rousing strip tease music played by the live Salvation ArmyBrass Band, the members of the public aged up to 75 years stripped downto their undies as a statement that, at Fletcher Jones, it’s out withthe old and in with the new.

The impromptu performance – titled It’s Time to Change – supports the retailer’s plan to continue to serve its current customers while expanding its offering to appeal to a younger target market.

Fletcher Jones CEO Phil Smith hopes this morning’s strip-off will bring to life the new look Spring collection.

“Australians will see a new elegance and style injected into the Spring collection. Melbourne’s Spring Racing Carnival is upon us, and Fletcher Jones has some surprising new tricks up its sleeve, the new range displays stunning craftsmanship, spectacular colours and blends and is tailored to perfection,” said Smith.

“Our aim with the stunt is to really get people thinking about Fletcher Jones in a whole new light. We wanted to redefine people’s perception of the brand, and make it more relevant and appealing,” said Richard Overall, Creative Director at Freeform.

The stunt, creatively developed by Freeform, is being managed collaboratively with Keep Left PR, which is looking after filming, production and public relations for the event.

Founded in Bendigo, Victoria in 1918, Fletcher Jones is a family owned clothing manufacturer and retailer with more than 50 outlets nationally. It is traditionally known for its specialty fabric innovation and stylish, elegant clothing for country and city dwellers.

Freeform is driving all brand and retail communications for Fletcher Jones, including press and radio advertising, catalogues, visual merchandise, point of sale, and digital.

 Freeform is a Melbourne-based independent creative agency with clients including Crust Gourmet Pizza Bars, SaBrands, Mountain Goat Brewery, Market City and Integra Group.