The digital-first department store launches its first brand campaign since being acquired by Boohoo Group in January.
A new nationwide multi-media campaign launches today (25 June) for Debenhams in its new guise as a digital-first department store.
A 30-second TV ad features an ‘everyday family’ receiving an online delivery to reflect the wider customer audience of Debenhams.com, as new owner Boohoo Group looks to drive both new and existing customers to the newly launched site, reported Fashion United.
There is an emphasis on the fashion, beauty and home offerings, as well as its multi-brand approach with in-house brands including Principles, Red Herring and Maine highlighted alongside brands from the Boohoo portfolio, plus beauty and fragrance brands such as Marc Jacobs.
The retailer’s heritage is given a nod, with the door number of 243 representing the number of years since Debenhams was established. Vintage ads once published by Debenhams are also seen in photo frames, while the campaign also introduces Debs the dog.
The brand campaign and TV ad will run for eight weeks across shows such as Love Island, This Morning and Celebrity Gogglebox, as well as on-demand platforms like ITV Player and 4OD.
“I’m really thrilled to see the first milestone in Debenhams.com’s journey within the Boohoo Group,” commented Carol Kane, co-founder and executive director at Boohoo. “We feel this first campaign sets the tone for Debenhams.com and how we see the vision for the brand developing.”
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