Debenhams aims to bolster sales of its own-label and Designers at Debenhams ranges with the launch of a multimillion-pound advertising campaign tomorrow.
The quirky autumn press ads will feature menswear, womenswear and childrenswear in high-fashion recreations of eccentric British clubs and societies, such as The Kettering Kite Club in Ted Baker (pictured). The ads are designed to appeal to a core 25- to 54-year-old group.
Debenhams chief executive Rob Templeman said: “This campaign shows our commitment to bringing quality and value for money to communities across the country in an exciting, yet accessible, way that avoids blandness.”
The autumn campaign builds on Debenhams’ signing of 56-year-old actress Jane Seymour in April for its pre-summer TV ads, which were designed to capitalise on the grey pound and move the retailer upmarket.
All of the designers from the Designers at Debenhams range feature in the new campaign. Designers at Debenhams has a sales target in excess of£400 million for this financial year.
The retailer is due to deliver a pre-close update to the City on September 18. Following its£3 billion float in May 2006, like-for-likes have slumped and it has issued three profit warnings.