Embattled Jessops has launched a brand campaign that will focus on images rather than price for the first time, as part of a £1 million brand overhaul.

Jessops marketing and e-commerce director Brian Linnington said: “Camera retail was very focused on price, but we offer far more than price per megapixel.

“Jessops hasn’t marketed itself as a brand for a very long time. We needed to reposition ourselves in the market and put ourselves back on the map. We found the language that engages people is imagery.”

A press campaign features captioned sports and nature images. One – an image of a ladybird outdoors – is captioned “It’s not your garden, it’s your studio”.

Chairman David Adams said: “It’s not just about hardware, it’s about the end product. People want great images. We did internet price-matching last year, but it’s not all about prices.”

Adams also said that the retailer’s strategic review has been completed and 81 stores have closed, leaving the group with 233. Linnington added that retail in the UK is tough, with photography particularly susceptible to deflationary pressure, but remained optimistic about Christmas.

Topics