House of Fraser is launching its first brand-focused TV advertising campaign for more than a decade.
Drapers’ sister title Retail Week said House of Fraser will spend in the region of £4m on the Christmas campaign, using adverts that promote its fashion credentials in a deliberately unpretentious way.
The retailer has not run TV adverts focusing on its brand since 2003, although it has advertised to promote the Sale.
Nanjing Xinjiekou Department Store Co acquired 89% of Highland Group Holdings, the parent company of House of Fraser, for £480m in September.
At the end of September, House of Fraser chief executive John King said the business was committing £150m of investment in the UK over the next four years to improve its shopping experience, through better store environments and developments to the online platform.