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.