Thursday, October 22nd, 2015 - Roy Morgan Research

As most of our readers would be aware, department store David Jones launched their latest advertising campaign ‘It’s in You’ earlier this week, starring seven new brand ambassadors: musician Tim Rogers, dancer Juliette Barton, models Jessica Gomes and Tahnee Atkinson, high-jumper Amy Pejkovic, actor Alex Russell and former Australian of the Year and footballer Adam Goodes. Goodes’ inclusion in this roll-call has prompted some toxic social-media backlash from a vocal minority, but the latest findings from Roy Morgan confirm that DJs have made a very savvy move by recruiting the recently retired Sydney Swans star.

David Jones’s decision shows a thorough understanding of their customers, who are consistently more likely than the average Australian to believe that Aboriginal culture is important to our nation. Whereas 73.1% of Australians aged 14+ agree that ‘Aboriginal culture is an essential component of Australian society’, this figure rises to 78.1% of people who shop at DJs in an average four weeks.

This trend is evident across most age brackets, with DJs shoppers aged 25-34, 35-49, 50-64 and 65+ being markedly more likely than the population average to agree with the statement. The older groups, in particular, are well above the national average for their respective ages.

‘Aboriginal culture is an essential component of Australian society’: DJs shoppers vs national average


Source: Roy Morgan Single Source (Australia), July 2014 – June 2015 (n=15,867).

 The retailer has acknowledged that the advertising campaign’s purpose is to freshen up their brand and increase its appeal to a younger generation of shoppers. Indeed, our data currently shows that 45.9% of Australians who shop at David Jones in any given four weeks are 50 years and older, while those aged under-25 comprise just 12.0% of the total customer base.

Curiously, this small group is the only age bracket among DJs’ customers to come in below average for their age when it comes to agreeing that Aboriginal culture is an essential component of Australian society (74.3% vs 75.6%). It remains to be seen whether the ‘It’s in You’ campaign (and specifically Goodes’ role in it) will result in an increased proportion of this group believing in the importance of Indigenous culture…not to mention an increased number of under-25s shopping at the store in general.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“David Jones’s new advertising campaign, with its diverse and creative choice of brand ambassadors and on-trend soundtrack, is nothing short of a declaration of intent, leaving its audience in no doubt as to the company’s mission to rejuvenate its brand and attract a new generation of shoppers.  

“By including Adam Goodes in their campaign and engaging him to help develop their Reconciliation Action Plan, the retailer is demonstrating great awareness of their existing customer base (who tend to be more likely than the population average to believe Indigenous culture is essential to Australian society) while also appealing to other Aussies who feel the same way but who may not have shopped at DJs for a while.

“Furthermore, while the irrational rantings of a few Facebook users may have cast a temporary shadow on the news of Goodes’ involvement, our data shows that the proportion of Australians who value our country’s rich Indigenous culture is on the rise, having increased from 71.2% to 73.1% in just 12 months.

”It’s hard to deny that David Jones have made a very strategic and forward-thinking move with this campaign!”            

View this release in full on our website.

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Roy Morgan Research

Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Samantha Wilson
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david jones, adam goodes, retail, aboriginal culture, indigenous culture, racism




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