Agency: WCRS | Authors: Dan Benedict and Nicolette Robinson |
Debenhams
How making exclusive designers accessible revived 'Britain's favourite department store'
1. Introduction
Profitably turning round customer perceptions, particularly in the unforgiving retail business environment, takes time and can be disastrous if unsuccessful. Since 1998 a concerted effort to transform the less than fashionable Debenhams brand into 'Britain's favourite department store' has literally paid dividends. However, transforming Debenhams from a traditional department store to an exciting and contemporary proposition took time and required some fundamental changes in terms of how consumers perceived the range and the brand's image.
This...