Debenhams rethinks spend and adds in-store AR for new season

Debenhams is doubling its investment in print advertising and introducing in-store augmented reality (AR) for the first time, to push its autumn-winter collection.

Television activity will spearhead the drive and has been given a "cinematic feel", with creative set to a backing track by Sony Music artist Foxes.

Her debut solo single 'Youth' has been selected as the backing track, while the singer makes a cameo in the ad, wearing a Henry Holland dress.

Creative by JWT features the fashion designers’ sketches when the viewer is shown the hero product transformed into the original sketch.

Richard Cristofoli, marketing director at Debenhams, said: "Nobody else gives their customers the level of access to names that really dominate the headlines of London Fashion Week."

Activity is supported by the new extended strapline of "Life made fabulous with the unrivalled collection of Designers at Debenhams".

Designers having their clothing featured in the campaign include Preen, Holland, Julien Macdonald, Ben de Lisi, Jasper Conran and Betty Jackson.

Cristofoli added that this year’s activity "will be noticeably bigger" than last year’s autumn campaign, with additional spend on TV, print and digital.

Debenhams in reinvesting in print because Cristofoli said he felt "we didn’t do enough print advertising at the launch of the new season and therefore we wanted to address that this time".

The in-store augmented reality activity will allow people to hold their mobile up to promotional material in order to play a video featuring designers introducing their trend.

Cristofoli said more interactive elements would not be added in-store for the sake of it because, "it’s very easy to get into a box-ticking exercise".

Debenhams will also run designer takeovers of its Facebook page across the next four weeks to allow fans to ask for advice.

The campaign is especially important for Debenhams as it is a "big year" for the company because of the 200th anniversary celebrations and the £25m refitting of its Oxford Street store to make it "a true global flagship for the brand".

Cristofoli said: "None of us are expecting a massive consumer bounceback in confidence – this is about putting our very best foot forward going into the new season."


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


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