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Debenhams has a new look as part of its transformation programme

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Debenhams has added store upgrades and a new brand identity – billed as a new look for Autumn 18 – to work to improve the online shopping experience in its Debenhams Redesigned strategy.

The department store, a Leading retailer in IRUK Top500 research, says its new look is the next phase in a transformation that aims to change the way shoppers think about Debenhams. It follows a revamp of the online business and a partnership with Mobify which has seen shopper journeys reduce by half and conversion rates improve by 20%.

Debenhams chief executive Sergio Bucher says: “The Debenhams Redesigned strategy sets out to reinvent the shopping experience for customers.  Whilst we have made real improvements to our stores and continue to improve our product offering we also want to signify overtly to customers that Debenhams is changing and give them more reasons to come in store – our new brand identity is a way of signalling the change.”

The new brand, devised with new creative partner Mother, will first be used online and across its social channels before being introduced into its stores as they are upgraded or opened, including its new Watford flagship store. It is being highlighted in an autumn ad campaign with a  ’do a bit of Debenhams’ theme.

Improvements at stores in Reading, Cambridge, Leicester and Sheffield’s Meadowhall have seen space remodelled in a way that Debenhams says showcases products and improves the customer experience. Fashion is now displayed by genre and by ’new in this week’, while there are new approaches to merchandising for lingerie, jewellery and watches. At Meadowhall the redesigned beauty department now occupies a third more space and a fifth of the area is operated directly by Debenhams. At Reading and Leicester elements of the beauty hall redesign have been introduced in order to encourage customers to browse and discover new ranges.

Further innovations taking place in Debenhams this Autumn include the launch of the first gym in partnership with SWEAT!, the launch of a digital beauty community and further homeware partnerships.

Image courtesy of Debenhams

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