Target set to launch a new tagline and campaign with global fashion icon Gok Wan as its new brand representative via Big Red and Whippet
Target Australia has joined forces with one of the world’s hottest fashion names, Gok Wan (left) to help customers select their Target wardrobe must-haves and key fashion pieces in a integrated campaign via Big Red and Whippet.
International fashion stylist and acclaimed TV presenter Wan will join Target as a “style and quality ambassador”, and will appear in a series of television commercials for the retailer, with the first to hit small screens next Wednesday 10th July, focussing on a fresh and classy way to dress for the workplace.
Wan, known as ‘Auntie Gok’ is one of the world’s most successful style advisors, with award winning television programs such as ‘How to Look Good Naked’, ‘Gok’s Style Secrets’ and ‘Gok’s Kitchen’, best-selling books and over 1.3 million followers on Twitter.
Target Australia managing director Stuart Machin said that he was thrilled to have the fashion icon on board at Target.
Says Machin: “This is a real coup for our business and customers. Just six weeks ago, the team started thinking about the perfect ambassador for Target as we look to reinvigorate our brand.
“I think Gok represents everything we want Target to be – fun, modern, stylish, with something for everyone.”
Wan said he was excited to be showing Australian shoppers how to get more style while paying less at Target.
Says Wan: “There are so many great looks you can get at Target so it is all about building an outfit, grabbing those must-have pieces and maximising your shopping experience by selecting those items that suit your body shape, your personal style, the occasion-whatever you might be looking for.”
Target’s partnership with Wan is one of a series of initiatives undertaken to revitalise the brand
and make it relevant for today’s customers. The old “100% Happy” tagline has disappeared,
replaced with a commitment that shoppers will “Get More, Pay Less” when they visit Target.
Says Machin: “Our customers have told us that they love Target, but they want more from us. They want more style, more quality, more excitement instore – and they expect to pay less.
“Our new tagline – and our new ambassador – are both steps on our journey to reinvigorate Target and once again make it a great place to shop.”
Showcasing his effervescent personality, trademark looks and memorable lines, Wan’s first Target commercials will showcase the on-trend monochrome colouring and classic styling of Target’s range of July ladies’ workwear.
Each month Wan will select pieces to be featured in the commercials, which will also be labelled as ‘Wan Loves’ selections in Target stores across the country.
While the campaign begins with a ladieswear focus, no category will be missed when it comes to Wan’s style advice with ‘Wan Loves’ pieces also selected throughout Menswear, Childrenswear, Footwear and Accessories and Homewares throughout the 12 month long campaign, so every customer can benefit from the stylist’s knowledge, regardless of their shopping needs.
11 Comments
No doubt there’ll be some high-horse creatives having a whinge about this Wan.
As Curtis Stone is for Coles.
Yep. Because it’s shit.
And Westfield used him for years.
So where’s the spot?
Going on the look of Target over the past 2 years the tvc’s take about 10 minutes in creative, pre,shoot & post so it should be ready to go and link or clip supplied.
And when are they going to replace that shrill of a voice over? She makes our ears bleed every time We hear that voice.
Only if we could have well produced target ads again……if only. We all know you don’t need big bucks to do it, just someone who knows what they are doing.
I don’t know if ‘Auntie Gok’, the author of a book called How to Look Good Naked is the best person to be advertising children’s clothing.
Lighten up Sharon! Anyone who encourages women to feel great about their body at any age and size is fine by me. You might want to also READ the book, or watch the program before commenting.
Actually now that
the population is ageing I would like to see some fab makeovers for those over 60+
Coles have Curtis Stone
IGA have Anh Do
And Target find Gok.
This guy is a total idiot.
Won’t find me in Target till he’s gone.
Just want to see how this partnership pans out.Gok is trendy, but only for some. He is kooky, but only for some. He is possibly going to alienate more potential clients than he will enamour.
Target may have missed the target with this choice.
I agree about the shrill voiceover., and the need for really good makeover suggestions and available stock for the over 55’s.There are going to be millions of us soon!!
This person is a real ‘Turn-off’. I get the creeps to see him prancing onto the stage which is bad enough and the ‘Mute’ is quickly applied, but when he announced that he is ‘Camp’ that was the final straw. The designs and prices may be OK but he, as an advertising icon, does nothing for the product.
Gok is great for those who are familiar with him. Which I have no idea of whom he was until I googled him. I am surprised they used this guy to advertise to its target market not something I would relate Target to. Most people shopping at Target are unaware of the fashion labels carried, we are just looking for a bargain “made in China”
Australia is very multi cultural, what sort of multi cultureless advertising does Target have, nothing that reaches out to me as a multi cultural Australian first born to Palestinian parents and the 7 million other multi cultural people living in this country, oh yeah that’s right they have GOK!!!!!!!!! Really.
Who are the “Out of Touch with Australians” marketing team at Target!!!