Debenhams launches £3m marketing campaign
Debenhams has unveiled its latest autumn marketing campaign, which introduces a new twist to its ‘Do a bit of Debenhams’ strapline, backed by a £3m investment.
For the first time this season, the campaign is putting the focus on the menswear ranges as well as womenswear to highlight the retailer’s position in the men’s fashion market.
Several sporting and celebrity influencers have been tapped to showcase the range, including former footballer and Strictly Come Dancing contestant David James; Love Island favourite Curtis Pritchard; and former Welsh rugby star and World Cup commentator Jamie Roberts.
The range of brands appearing on the campaign also includes product from the new Kley womenswear brand, which was launched by the national retailer earlier this year with a promise to deliver contemporary pieces for effortless everyday dressing.
This is the company’s first marketing push since the departure of longtime marketing boss Ricard Cristofoli following an executive shake-up in September.
Stores, operations and food managing director Mark Ashman and people director Sally Hyndman have also stepped down from their roles.
The reorganisation is part of a wider restructure being led by new chief executive Stefaan Vansteenkiste with the goal of restoring the once-loved chain back to profitability.
“Debenhams is coming out fighting this season and our bold new campaign shows we have plenty to be loud and proud about,” Jane Exon, director of marketing operations, commented.
“To entice customers to Do a Bit of Debenhams, we’ve got lots of new and exciting product like our brand new Kley womenswear range, which has had an unprecedented response from the fashion press; our revamped menswear offer; and we’ll soon be launching a skincare guarantee."
The campaign will be visible across TV, print, digital, store windows and outdoor media across the UK.
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