‘We’re coming out fighting’: Debenhams pumps £3m into marketing push following internal shake-up
Debenhams has rolled out a £3m Autumn advertising campaign, the first since it restructured its marketing division earlier this month.
A twist to the ‘Do a Bit of Debenhams’ strapline, the work will run across TV from Thursday (26 September) as well as in print, digital, store windows and outdoor.
The retailer has also recruited some sporting and celebrity influencers to showcase the range, including footballer and Strictly Come Dancing contestant David James, Love Island’s Curtis Pritchard and former Welsh rugby star and World Cup commentator Jamie Roberts.
“Debenhams is coming out fighting this season and our bold new campaign shows we have plenty to be loud and proud about,” said Jane Exon, director of marketing operations.
“To entice customers to Do a Bit of Debenhams, we’ve got lots of new and exciting product like our brand new Kley womenswear range, which has had an unprecedented response from the fashion press; our revamped menswear offer; and we’ll soon be launching a skincare guarantee that will give beauty customers a bit of peace of mind. This campaign gives our customers a peek into what they can expect in the run up to Christmas, and showcases the energy and ideas from across the business.”
It’s the first marketing push since Debenhams' longtime marketing boss Richard Cristofoli exited the business earlier this month amid an executive shake-up designed to return the struggling retailer to health.
The changes came as part of a wider restructure from newly-enlisted chief executive Stefaan Vansteenkiste who wants to streamline senior operations at the business after several quarters of struggling sales.
It’s plotting 50 store closures after signing a company voluntary arrangement (CVA) earlier this year.
Erin Brookes, who was on secondment at the store from Alvarez & Marsal (the same firm Vansteenkiste joined Debenhams from) has been appointed as chief restructuring officer and interim marketing director as a result of the changes.