Home / Knowledge / News / Apparel/Garments / Debenhams launches Life Made Fabulous for A/W
Debenhams launches Life Made Fabulous for A/W
06
Sep '11
Debenhams unveiled a new multi-million pound marketing campaign for Autumn/Winter 2011.

Starring designers Julien Macdonald, Ben de Lisi, John Rocha and for the first time, Henry Holland, the autumn campaign follows the successful spring launch of Debenhams' first brand campaign for four years.

Says Richard Cristofoli, Marketing Director at Debenhams, “The spring campaign was successful - dresses featured in the advert saw sales double and our Reger by Janet Reger lingerie sales increased by 300%.

“Furthermore, the spring campaign was vital in reminding customers about the unique relationship Debenhams has with some of the biggest names in fashion. We've learnt from the spring ad and autumn represents the first significant evolution for the campaign.”

Now under the banner 'Life Made Fabulous', Debenhams has developed the concept further and is confident of a positive response to match if not exceed, the previous season.

Each advert opens with a designer in their studio, adding the finishing touches to a garment. The transition moment is a close up of the product before the scene shifts to the same item being worn and enjoyed in real life situations.

All adverts feature the campaign strap line 'Life Made Fabulous with Designers at Debenhams', with the voice of the campaign coming from Billie Piper of Belle du Jour fame.

The activity was filmed on various locations and developed by agency JWT London, putting the talent behind 'Designers at Debenhams' in front of the lens.

Continues Richard, “Featuring big name designers that have been working with us for over ten years as well as some of the new additions like Henry Holland, this campaign tells the story of a Designer at Debenhams garment in an upbeat and beautifully shot series of adverts.

“We have secured some fantastic prime-time slots to launch the campaign, including Emmerdale and the X Factor and are excited to see the reaction from our customers.”

The new backing track for the campaign is 'This is the life' by Northern Irish indie rock band Two Door Cinema Club. The band's name came about after member Sam Halliday mispronounced the name of the local cinema, Tudor Cinema, and it stuck.

The ads launch on Wednesday 31st August during Emmerdale and will feature Julien Macdonald, Ben de Lisi, John Rocha and for the first time, Henry Holland.

In addition, Debenhams' biggest selling exclusive non-designer range Red Herring will also be featured in an advert showcasing some of the brand's most popular young fashion.

The full 40 second adverts will also run during the coveted X Factor showing on Saturday 3rd September.

Also supported digitally through Debenhams's website and Debenhams TV, the campaign is enhanced with exclusive interactive material such as interviews with each designer, top picks and social media activity, taking a look at how the designers work to create their collections in store each season.


Must ReadView All

Coats acquires yarn manufacturer Patrick Yarn Mill

Textiles | On 12th Dec 2017

Coats acquires yarn manufacturer Patrick Yarn Mill

Coats, the world’s leading industrial thread manufacturer, has...

India’s garment imports from Bangladesh up 56% post-GST

Apparel/Garments | On 12th Dec 2017

India’s garment imports from Bangladesh up 56% post-GST

India has imported $87.4 million worth of readymade garments from...

Courtesy: Badger Sportswear

Apparel/Garments | On 12th Dec 2017

Badger Sportswear acquires Alleson Athletic

Badger Sportswear, a leading manufacturer of athletic apparel and...

Interviews View All

Kamlesh Vaghela
RK Textiles

Very few machinery manufacturers have R&D units

Anavila Misra
Anavila Collection

Fashion shows are also encouraging and highlighting sustainable fashion

Headhonchos
Indian textile value chain

'One nation, one tax' is a great concept

Vikas Banduke

Softech Controls Private Limited (SCPL) is a part of the Cotmac Group, an...

Sugandha Bhardwaj

<div>New Delhi-based Brinjal Designs Pvt Ltd manufactures home furnishing...

Harmeet Singh

New Delhi-based Jogindra Industries Private Limited provides an assortment ...

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Sidharth Sinha
Sidharth Sinha

<b>Sidharth Sinha</b> has contributed to the successful rebirth and...

Rupa Sood and Sharan Apparao
Nayaab

Nayaab, an exhibition meant to celebrate Indian weaves, is in its second...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

December 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
69.6%
No
12.0%
Skip
18.5%

Total Votes: 92

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
62.0%
No
30.4%
Skip
7.6%

Total Votes: 92

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
87.0%
No
9.8%
Skip
3.3%

Total Votes: 92

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
81.5%
No
8.7%
Skip
9.8%

Total Votes: 92


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search