Debenhams has launched an interactive TV channel today (Monday) to attract new customers by offering fashion and beauty advice, alongside the opportunity to buy.

Debenhams TV, which is available on Debenhams.com, Youtube and Debenhams’ iPhone app, includes interviews with top designers such as Ben de Lisi, Henry Holland and Matthew Williamson and expert fashion advice. There is also a ‘how-to’ focus with online fashion workshops and beauty lessons.

The station is expected to generate 1.5 million views in its first week. Customers can purchase products using a click-to-buy feature as they watch.

Menswear shows on the channel will feature exclusive footage from the launch of Debenhams latest brand, FFP, and other behind-the-scenes footage and interviews from photo shoots, fashion shows and launches.

Debenhams said it hopes to “attract the attention” of shoppers who might not already be using Debenhams.com.

Debenhams online trading director Simon Forster said: “Our online TV channel is a brilliant way for our customers to get style and beauty advice, see the latest fashions and just be entertained. You can see it on our website, through our iPhone app, on Youtube and coming soon – in our stores.”

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