Home / Knowledge / News / Apparel/Garments / Multi-million pound Christmas campaign by Debenhams
Multi-million pound Christmas campaign by Debenhams
08
Nov '12
Debenhams announced the launch of its multi-million pound Christmas TV advert – the retailer’s first since 2006.

The announcement falls against a backdrop of strong full year results from Debenhams, including an increase in profits of 4.2%, online sales up 39.8%, total sales up 2.6% and like for likes up 2.3% including vat.

For the first time, the ‘Christmas Made Fabulous’ ad stars Designers at Debenhams newcomer Jenny Packham, alongside favorites Julien Macdonald and Henry Holland.
 
Airing on Wednesday 7th November, on each of the terrestrial TV’s biggest shows – the end of Coronation Street on ITV, Grand Designs on Channel Four and during Dallas on Channel 5 - the advert follows a woman’s journey home for Christmas. 
 
On the way the audience shares in a series of Christmas moments such as party-goers celebrating on a balcony, a little girl dancing with her granddad and a man haplessly wrapping his gifts for his girlfriend on the train.
 
The advert builds on the brand’s successful ‘Life Made Fabulous’ TV campaign with the familiar sight of Designers at Debenhams working in their studios as the ad’s heroine peers through windows or passes by Henry’s, Julien’s and Jenny’s workshops.
 
Says Richard Cristofoli, Debenhams Marketing Director, “It makes sense to launch a Christmas campaign with a recognizable brand identity established in the consumer mind-set. And that’s what we’ve done.
 
“The British public love a good Christmas ad, which is why we have been building up to this moment from the start of our ‘Life Made Fabulous’ brand campaign in 2011.
 
‘It’s about showing customers the quality items we have on offer and communicating our unique Designers at Debenhams concept while creating that all important festive feeling.”
 
Filmed entirely in Britain, unlike many of its competitors, the advert focuses on showcasing product in a series of real life moments captured in a cinematic setting. 
 
Recent instalments of Debenhams’ ‘Life Made Fabulous’ campaign created sales lifts of as much as 383% (Matthew Williamson bikini) for the hero product featured.
 
Other key items featured include a No.1 by Jenny Packham berry evening gown, a gold and black Star by Julien Macdonald party dress, a silver H! by Henry Holland clutch bag and a stunning Reger by Janet Reger lingerie set.
 
 

Must ReadView All

Courtesy: World Bank/ Harshad Marathe

Apparel/Garments | On 23rd Jul 2016

Rising wages in China to create 1.5 million jobs in S Asia

As wages in China continue to rise, global apparel production and...

Courtesy: 3ders.org

Apparel/Garments | On 23rd Jul 2016

Disney research creates 3D compiler for machine knitting

Introducing 3D technology to machine knitting, Disney Researchers...

Textiles | On 23rd Jul 2016

Telangana to frame new policy for textile industry

The Telangana state government will frame a new policy aimed at...

Interviews View All

Giovanni Pizzamiglio, Paolo Crespi & Riccardo Robustelli
Epson, For.Tex & F.lli Robustelli

‘The percentage share of printing in the global textile market is pretty...

Amrit Sethia
SOIE

‘The intimatewear category in India is slowly becoming trend-sensitive.’

Dinaz Madhukar
DLF Emporio and DLF Promenade

‘Each event and promotion is planned out keeping in mind the business of...

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Eamonn Tighe
Nature Works LLC

Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...

Paolo Ocleppo
Sandvik Hyperion

Paolo Ocleppo, Rotary Cutting Segment manager, Sandvik Hyperion discusses...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

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
june 2016

F2F Magazine

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

SUBSCRIBE


Browse Our Archives

GO


Advanced Search