Catering to the affluent as well as those aspiring to look and feel affluent, David Jones has sought to create a shopping experience. Aiming as well for a European feel to the store, David Jones borrowed ideas from international examples, and applied them to their stores, allowing their customers to feel, sophisticated, distinguished and special.
Aligning itself closely with high international fashion trends DJ's continually raised its profile and public awareness of its brand, by hosting fashion events from overseas designers
Another iconic and immediately recognisable aspect of DJ's advertising has been its famous logo and type face
Slogans
DJ's have long positioned themselves with their slogan "There's no other store like David Jones", further propelling along exclusivity and quality of experience. However they have recently changed their slogan to Was. Is. Always. David Jones...
DJ's current advertising remains similar albeit contemporised from its early days. Elegance, fashion, style. Their advertising images are clean , refined and have a "high end" and seasonal look and feel about them..
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