Department store group Debenhams has launched a new online interactive TV channel which it expects to be viewed 1.5m times in its first week.
Debenhams TV, launching today on Debenhams.com, promises to offer exclusive behind-the-scenes footage and interviews from photo shoots, fashion shows and launches. Designers including Ben de Lisi, Henry Holland and Matthew Williamson will feature, as will industry experts, while boxers Kevin Mitchell and Frankie Gavin share their experience of the menswear brand. Industry experts and Debenhams staff will also appear, with womenswear, lingerie, menswear and accessories specialists highlighting their pick of products with advice on how to make them work for the season.
Launch content will include seasonal advice such as ideas for gifts at Christmas, or working out what bra size to buy for your wife. Further ahead, it’s expected that personal shoppers and celebrity stylists will give online workshops on picking outfits for occasions such as job interviews, weddings and parties.
A beauty channel also includes make-up lessons, with buying guides on how to get the look. Customers will be able to click to buy across TV content.
Simon Forster, online trading director at Debenhams, said: “Our online TV channel is a brilliant way for our customers to get style and beauty advice, see the latest fashion and just be entertained. You can see it on our website, through our iPhone app, on YouTube and, coming soon, in our stores.”