British department store Debenhams has enlisted a famous new model to help sell their menswear. If you think they're banking on chiseled abs, a sparkling smile, and curly mane to attract shoppers, think again.
They're using this guy. Debenhams' new menswear model is Alfred Wainwright, famous and revered in the UK as the the outdoorsy curmudgeon behind the definitive guides to Britain's Lake District, a popular holiday destination. The iconic "fellwalker" died in in 1991.
Recognizing the trend towards heritage brands and classic outdoors wear, Debanhams is banking on Wainwright's rumpled wind-tousled image to sell clothes.
"We're calling it 'Wainwright Chic'," Paul Baldwin, Debenhams Director of Menswear Buying, said in a press release. "Men and women have fallen in love with the rugged outdoor image the hill climbing clothing style portrays, and want to wear it every day."
It's a look the department store group feels fits with the current economic climate.
"The tough, capable image of outdoor clothing seems to have chimed with the mood of the nation at a time of recession," said Baldwin.
This isn't the first time Debenham's has gone to extremes to drum up publicity. Just last month they grabbed headlines with an airbrush free campaign.
So, what do you think? Another gimmick, or would you pay to look like Alfred Wainwright?