Debenhams to launch first Christmas TV campaign in six years

Debenhams: Life Made Fabulous by JWT
Debenhams: Life Made Fabulous by JWT

Debenhams is to launch a Christmas TV campaign for the first time in six years next month as its profits defy the tough economic climate.

The retailer announced in its full-year results showing that profits before tax were up 4.2% to £158.3m for the 52 weeks to 1 September, on the back of increased marketing spend in its 'Life Made Fabulous' activity.

Unlike rivals Marks & Spencer and John Lewis, Debenhams has shied away from a big-budget TV Christmas drive in recent years.

Details of the latest campaign are expected to be disclosed in the coming weeks.

Debenhams has also signed up fashion designer Markus Lupfer and model Donna Air for a childrenswear range that will launch on 26 November. 

The exclusive range will be called Donna & Markus by Markus Lupfer and will comprise a collection of knitwear, sweatshirts, T-shirts and leggings for girls aged four to 14. 

Debenhams will target the range at "fashion-forward mothers" who want to dress their daughters in "designs usually only spotted on the catwalks at Fashion Week". 

The brand's strong performance brought it an increased market share in fashion with its "designers at Debenhams" positioning, while increasing sales of perfumes and cosmetics with brands including Chanel, Benefit and Urban Decay has also gained it market share in health and beauty, according to the retailer. 

Debenhams is seeking to capitalise on its momentum by building 17 new stores across the UK over the next five years and hopes to create up to 1,700 jobs in the process. 

Michael Sharp, chief executive at Debenhams, added: "We are on track to modernise 30 core stores by Christmas 2014, including Oxford Street, which will be transformed outside and inside to create a true company flagship for the brand."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer