Debenhams: How making exclusive designers accessible revived Britain's favourite department store

Revitalisation campaign for Debehnams department store. Objective: to reposition Debenhams as a store that enables customers to have access to top designers. Target audience: women aged 25-45. Media: TV, press, magazines. Evaluation: market share up, share price rose, turnover up 15.4% in 2001. Uplift in advertised products. A positive impact on own-label sales, supporting the 'prestige halo effect' theory. It is suggested £5 revenue was gained for every £1 spent on advertising.