Star stylist Gok Wan has a long history of collaborations in the fashion industry and most recently worked as an ambassador for the British fashion brand JD Williams.
To mark Gok's 50th anniversary, the online fashion brand chose him for the partnership after its own survey found that 44% of the brand's followers were “interested in tips and advice from the expert.”
The customer survey also wanted him on board because 55% found him entertaining, knew his personal life (25%), could identify with him (16%) and were generally interested in reading and watching content about the TV star (33%). In addition, the women surveyed thought the expert was trendy (48%), stylish (45%), unique (44%) and inspiring (33%).
And in line with JD Williams' ongoing fight against the “invisibility” of middle-aged women, his mission is to “help [them] “He should confidently represent their style. The vision is for him to work side by side with the internal team,” the retailer said.
He will support seasonal campaigns, conduct style shoots, give customer tips, give interviews, do brand advertising and much more.
The collaboration also includes a “priceless” competition, where three customers will have the chance to win a makeover with Gok and £1,000 worth of fashion products in time for Christmas, as well as a night's stay in a luxury London hotel with meals.
Gok Wan said: “I'm keen to get involved and help women with the fashion advice they're looking for, especially ahead of the holiday party season. There's a lot of information out there, so it's important that I give honest, personalised and authentic advice, and I know I can do that.”
Sarah Welsh, CEO of Retail at JD Williams, added: “[He] is a really perfect fit for this partnership – our research has shown that our target audience absolutely loves him and he shares our passion for looking after our customers by designing fashion and products for them and their homes.”
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