What: the pitch this year is not the timing, but the claim: sustainability.

Why is it important: by being the first to launch its Christmas campaign, and by stressing the fact that the brands, decorations, and products sold are all sustainable, it is at the same time pre-empting this positioning, and commoditising sustainability in customers’ minds (by making it a basic expectation). All this at a moment when IADS members are also thinking to launch in advance their Christmas season.

Selfridges claims that this year’s Christmas range is the largest and most sustainable to date. It includes local brands (UK-based), recycled decorations, and eco-friendly produced items, in addition to a customisation workshop. All wrapping material is either FSC or recycled. The selection is available on Oxford Street, online as well as in Manchester and Birmingham stores.

SELFRIDGES BRINGS ‘ONCE UPON A CHRISTMAS’ TO LIFE WITH EXCITING DESTINATIONS IN STORE AND ON SELFRIDGES.COM