I’m currently visual merchandising for Debenhams so I’m starting to learn a lot in terms of the company and its products.
Debenhams is a mid-market family department store with a main focus on fashion and beauty, but it also sells homeware. It has a comprehensive private label portfolio, with brands such as Red Herring, Bluezoo and Maine New England, as well as a designer label portfolio, with brands such as Star by Julien Macdonald, Jasper Conran and John Rocha.
Debenhams is a top three department store retailer, with M&S (UK non-food) and John Lewis at number one and two respectively. The store that I am currently working in is Leeds White Rose, which is the top seven UK store in the company in terms of sales and shopping experience. I am proud to be working for such a reputable company and enjoying learning new knowledge and skills.
But I just wanted to talk a little bit about Debenhams’ marketing and their debut campaign ‘Life Made Fabulous’.
Debenhams is seen by some people as the cheaper, more accessible department store compared to competitors John Lewis, House of Fraser and Harrods. This is because its brands’ customer profiles vary from young fashion (Henry Holland’s 17-25 target age group) to older, more sophisticated fashion (John Rocha’s 35-45 target age group); therefore Debenhams’ young fashion brands have to account for the fact that the younger generation are extremely price-conscious at the moment due to the recession and growing youth unemployment, and are having to offer good value for money. But its current campaign is very clever in trying to upmarket Debenhams’ image. The ‘Life Made Fabulous’ tagline gives off glamorous and positive connotations, selling a luxurious lifestyle that consumers will want to be part of.
The TV advert is extremely well done, showcasing each designer (Julien Macdonald, John Rocha and Henry Holland) manufacturing the clothes before switching to smiley, happy models, in various settings acting young and carefree, wearing the clothes. This, coupled with Two Door Cinema Club’s ‘This is the Life’ song, is super effective with its message suggesting that if you shop at Debenhams, you will not only look fabulous, but feel fabulous, and lead a fabulous life.
Check it out, here:
Debenhams, ya done good ol’ girl.