28 September 2011 - 12:47pm | posted by | 0 comments

Debenhams’ Inclusivity PR campaign established retailer as campaigner of the high street

Consumers are more and more concerned with cause behind purchasing. From purchasing ethically grown or reared food products to clothing products which have been produced fairly, ethical issues are influencing consumer behaviour more than ever before. In the wake of London Fashion Week, and the predictable controversy of skinny models once again thrown into the mix, it seems appropriate to take a look at one high-street retailer which went the other way and embraced individuality. Championing inclusivity, Debenhams won over consumers with its refreshing campaign involving models not typically seen in fashion imagery.

Debenhams’ Inclusivity PR campaign established retailer as campaigner of the high street Debenhams’ Inclusivity PR campaign established retailer as campaigner

This case study outlines how Debenhams developed a PR strategy to include more of their customer base, creating positive feedback and uplifted sales. 42% of Debenhams' sales come from size 14-16 clothing, and it was felt that store mannequins did not reflect this.

Debenhams created an implemented a PR strategy for their 'Inclusivity' campaign, which involved featuring older and disabled models in their photography. Debenhams also removed airbrushing from their model shots. Jo Swinson, Lib Dem MP and co-founder of Campaign for Body Confidence, welcomed the move, saying: ‘It’s great news that Debenhams will be using images of real women who have not been digitally manipulated to advertise their new swimwear range.’

The case study was submitted as part of the entry process to The Drum Marketing Awards, and was awarded a nomination for PR strategy.

To continue reading Subscribe Now

Want to read this article?

Try The Drum online subscription FREE for one month.

Latest Projects from the Profile Hub

Sports Bra Award Win

Our super-star lingerie client, Wacoal Eveden, is...

Malibu - creating the perfect brand moment to enhance engagement

The challenge How do you change customers’ perception of...

Driving Sales From Social During Black Friday

The craze of Black Friday crossed the pond and hit the UK...


‘Jack’ – the infectious track by British producer Breach...

Launching the Seasonal Cities App

In Q3 2014 Rooster was tasked with launching the new travel...