Launched this week, Debenhams’ new TV channel brings the retailer to life. Although video is not a new idea in the fashion sector, Debenhams TV has launched with a variety of formats that will appeal to the department store group’s different consumers.

Launched this week, Debenhams’ new TV channel brings the retailer to life. Although video is not a new idea in the fashion sector, Debenhams TV has launched with a variety of formats that will appeal to the department store group’s different consumers.

Debenhams TV is split into gender sectors as well as beauty and kids. The majority of videos within the women’s section are trend-led but rather than the usual catwalk format, Debenhams have created a ‘girls’ night in’ approach with a group of women drinking champagne and watching a friend dance and pose in her on-trend outfit. Items worn then appear on the right-hand side and users can click on them to be taken to the relevant product pages.

The men’s section focuses on the launch of menswear brand FFP and the beauty section gives tutorials on how to apply make-up - a format that has previously been extremely popular on YouTube. The videos are presented in a fun and interactive way and give shoppers another reason to visit Debenhams online.

Keely Stocker is the online editor of Drapers

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