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Debenhams launches campaign to drive full-price fashion sales

Debenhams has unveiled its autumn 15 campaign featuring famous faces associated with its Designers at Debenhams collections, including Savile Row tailor Patrick Grant and models Helena Christensen and Carmen Kass.

The ‘A Match Made in Debenhams’ campaign targets 35-54 year olds and is designed to drive full-price sales with a more directional fashion approach.

Kass is a muse for Savannah Miller’s new Nine collection, which launched for this season as part of the Designers at Debenhams line-up, while Helena Christensen is the face of the bestselling Principles by Ben de Lisi range. Grant is modelling his Hammond & Co collection.

Marketing director Richard Cristofoli said: “We also know that deciphering how to wear new trends and creating an individual new look for some can be an onerous affair and customers are looking for help, advice and inspiration on how that can be done.”

The £1.5m campaign will include advertising in titles such as Grazia, Elle and Stylist, online via sites including Vogue and Esquire, as well as on social media, through direct mail and in store windows. The store will also distribute an eight-page trend guide to 175,000 customers in parcel deliveries.

@Tara_Hounslea

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