Debenhams - How making exclusive designers accessible revived Britain's favourite department store

Campaign 1998-2002 to transform and update image of Debenhams. Solution identified brand strengths and `re-engineered' them to fit new trends.
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...

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