If you continue browsing, we assume that you consent to our use of, https://centaur-wp.s3.eu-central-1.amazonaws.com/marketingweek/prod/content/uploads/2018/08/31154204/Debenhams-_-DABOD-_-Final.mp4, Debenhams returns to emotional storytelling with campaign to help shoppers find their fairytale Christmas, John Lewis promises ‘bold moves’ as it vows to reinvent high street shopping, Next profit warning suggests difficult Christmas for high street retailers, Asda puts the focus on price in its Christmas campaign, M&S CEO: This is not the right year for a big Christmas TV campaign, Even amid chaos, don’t deny the long term, How Pizza Hut overhauled its media strategy to be more efficient. Whether it is the new brand identity or the substantial changes taking place internally, the focus for Debenhams is ultimately on building brand affinity and brand love, says Cristofoli.

For Debenhams, this is all about embracing the 360-degree experience and “enhancing the mooch”, so customers feel comfortable spending more time in-store whether they are having a blow-dry at one of the beauty bars or lingering over a glass of prosecco. Rss We’re coming out saying ‘we are changing, there’s a lot happening here, there’s more to come’. “The whole publishing programme and campaign is designed to demonstrate to customers ‘wow here’s a retailer that has got a whole level of passion for newness and change that we weren’t aware of’,” he explains. Osborne. 2008 - 2020 Copyright Categories. “Those that love shopping were being made to feel a bit guilty about it, like life should only be about life experiences not shopping experiences and that at worst shopping was becoming trivialised or seen as a solitary occupation,” Cristofoli explains. Cristofoli firmly believes that customers appreciate it when brands get things right on their reinvention journey, citing how “blown away” the team were by the response to the launch of the Stevenage store last year. “I’m not a believer that just by changing the logo you’ve changed your entire experience, but we’re on a very big programme of change and we felt that the way we identified and spoke to customers needed to change as well.”.

Copyright © Debenhams Retail Ltd. All rights reserved, Collect up to 60 points with the Debenhams Credit Card. All rights reserved. Internal econometrics show that brochures and publications are the department store chain’s highest returning media and also the best at driving new customers in store. The content will have a high-end feel in terms of the tone and visuals, more like a magazine than a catalogue, says Cristofoli. Men . Debenhams is unveiling a new brand identity and campaign designed to build brand affinity and demonstrate a renewed sense of confidence for the future as it looks to turn around its fortunes amid wider problems on the high street.

Image: Alamy Stock Photo ‘Zara’s new logo is like someone had popped up Photoshop, selected a random serif font and started to play with the letter spacing tool #zara @ZARA,’ one wrote on Twitter, and another agreed: ‘Not a fan of Zara’s new logo, it feels constricting and is almost illegible.’ Defying the tough conditions impacting the high street, Debenhams is hoping to evoke brand love and show customers real change is afoot with a new brand identity and campaign. Tops. This is a recognition that the days of stacking shops “full of stuff and piling it high” are gone, says Cristofoli. Debenhams is a British multinational retailer operating department stores in the United Kingdom and Denmark, with franchise stores in other countries. Slide 3.

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