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...