Debenhams Launches Autumn Advertising Campaign
Released on: September 06, 2011, 11:08 am
Debenhams has unveiled a new multi-million pound marketing
campaign for Autumn/Winter 2011.
Starring designers Julien Macdonald, Ben de Lisi, John Rocha and for the first time,
Henry Holland, the autumn campaign follows the successful spring launch of
Debenhams' first brand campaign for four years.
Richard Cristofoli, Marketing Director at Debenhams said: "The spring campaign was
successful - dresses featured in the advert saw sales double and our Reger by Janet
Reger lingerie sales increased by 300%.
"Furthermore, the spring campaign was vital in reminding customers about the unique
relationship Debenhams has with some of the biggest names in fashion. We've learnt
from the spring ad and autumn represents the first significant evolution for the
Now under the banner 'Life Made Fabulous', Debenhams has developed the concept
further and is confident of a positive response to match if not exceed, the previous
Each advert opens with a designer in their studio, adding the finishing touches to a
garment. The transition moment is a close up of the product before the scene shifts
to the same item being worn and enjoyed in real life situations.
All adverts feature the campaign strap line 'Life Made Fabulous with Designers at
Debenhams', with the voice of the campaign coming from Billie Piper of 'Belle du
Richard continued: "Featuring big name designers that have been working with us for
over ten years as well as some of the new additions like Henry Holland, this
campaign tells the story of a Designer at Debenhams garment in an upbeat and
beautifully shot series of adverts.
"We have secured some fantastic prime-time slots to launch the campaign, including
Emmerdale and the X Factor and are excited to see the reaction from our customers."
The new backing track for the campaign is 'This is the Life' by Northern Irish
indie rock band Two Door Cinema Club. The band's name came about after member Sam
Halliday mispronounced the name of the local cinema, Tudor Cinema, and it stuck.
The ads will launch during Emmerdale and will feature Julien Macdonald, Ben de Lisi,
John Rocha and, for the first time, Henry Holland.
In addition, Debenhams' biggest selling exclusive non-designer range Red Herring
will also be featured in an advert showcasing some of the brand's most popular
The full 40 second adverts will also run during the coveted X Factor showing
following the launch.
Also supported digitally through Debenhams.com and Debenhams TV, the campaign is
enhanced with exclusive interactive material such as interviews with each designer,
top picks and social media activity, taking a look at how the designers work to
create their collections in store each season.
Debenhams is a leading department stores group with a total of 167 stores in the UK,
Republic of Ireland and Denmark.
It offers a wide range of products across menswear, women's clothes (including dresses and skirts, childrenswear, lingerie, accessories,
health and beauty, homeware and gifts.
Trading from over 12 million square feet of space, Debenhams employs nearly 29,000
people. In addition, it has 61 international franchise stores in 24 countries around
Debenhams customer offer encompasses a unique combination of own brands,
international brands and concession brands.
Own brands comprise own label brands - such as Red Herring, Mantaray, Maine New
England, Debut and Bluezoo.
Designers at Debenhams, an exclusive portfolio of diffusion brands from
internationally known fashion designers includes lines from Jeff Banks, Jasper
Conran, John Rocha, Henry Holland, Betty Jackson, Julien Macdonald, John Rocha, Ben
de Lisi, Erickson Beamon, Lisa Stickley, Eric Van Peterson and Matthew Williamson.
Ranges from Jonathan Saunders, Jonathan Kelsey, Roksanda Ilincic and Preen are also
available in the newly introduced Edition boutique in selected stores.
Debenhams' online store is available at www.debenhams.com.
33 Wigmore Street
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