Debenhams Makes New Push to Grow Market Share

To commemorate its 200-year anniversary, Debenhams is taking strong steps to boost public perception of the brand by launching an original collection of limited-edition products created especially for the event by their in-house designers.

In addition, the retailer is gearing for a major revamp of its Oxford Street store to transform it into a global flagship.

Debenhams is investing significant funds for marketing activity to promote these initiatives and boost sales in the run-up to Christmas. They have doubled their marketing spend year on year for the Autumn 2013 season, with a fresh ad campaign built around their 'Life Made Fabulous' tagline that features clothing from designers such as Henry Holland, Jasper Conran and Preen.

The entire campaign spans print, digital, email and social, with their TV ad already broadcasting. Debenhams is also rolling out in-store augmented reality for the first time, allowing customers to hold their phone up to promotional material and view videos of new products.

Richard Cristofoli, Debenhams Marketing Director, commented on their marketing strategy: "It's a completely multimedia campaign. The most important thing for us is that every format is reinforcing the other and amplifying it across all media. The old days of thinking traditional advertising is for in-store support and new media means online sales are gone. Those lines are totally blurred."

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