Selfridges receives industry award for its EveryBODY campaign

By

Barbara Santamaria

Published
Jun 9, 2017

Selfridges’s EveryBODY campaign, which celebrated the beauty and strength of the body, has been recognised for its ability to boost footfall, increase conversion rates and connect with customers at the World Department Store Forum.

The biennial event, gathering department stores from all over the world and their global brands, suppliers and partners, presented Selfridges with the World’s Best Department Store Campaign prize in Toronto last week.

The luxury retailer’s EveryBODY campaign was launched to mark the opening of the Body Studio at Selfridges's flagship store in London last year. The concept space is a 37,000 sq ft in-store department offering over 150 brands and more than 30,000 different styles across lingerie, swimwear and hosiery.

In addition to celebrating the beauty of the body, the campaign promoted the discussion of the hottest topics within the ever growing mind and body wellness conversation.

‘A healthy mind in a healthy body’ approach underpinned the agenda at the core of the campaign programme and included the transformation of Selfridges’ special events space, the Ultralounge, into a work-out studio. The campaign was represented online on Selfridges.com and across the UK with an integrated nationwide out-of-home, print and digital ad campaign co-created by award-winning Royal Ballet choreographer Wayne McGregor and shot by acclaimed international fashion photographer Norbert Schoerner.

Anne Pitcher, Managing Director of Selfridges, commented, “We are very proud of our EveryBODY campaign and how well it has been received and resonated both in the UK and internationally. Winning this award is extra special, as it has been given by our peers within the industry and recognizes at Selfridges everybody is welcome.”