$303 $m
Debenhams has struggled in the past to differentiate from its competitors. However, 2012 showed the brand taking the right steps to break away. Its store modernization program has continued with the aim to enhance the customer shopping experience and heighten perceptions of the brand. Multi-channel is at the heart of its business strategy and they appointed Google’s previous Head of Retail, Peter Fitzgerald, to the Debenhams board. The brand also won Multichannel Retailer of the Year at the 2012 Oracle Retail Week Awards. Marketing investment has been stepped up in order to drive sales and improve brand perceptions. The “Life Made Fabulous” campaign gained traction with consumers, promoting the much loved Designers at Debenhams offering. Debenhams also released a Christmas ad for the first time in six years. Although on the right track, Debenhams must ensure that the end benefits of these investments are clearly communicated to consumers.