THE RETAIL BULLETIN - The home of retail news
HOME
Department Stores
Electricals
Entertainment
Fashion
Food & Drink
General Merchandise
Health & Beauty
Home & DIY
Interviews
Newsletter
Property
Shopping Centres & Retail Parks
Sports & Leisure
The Papers
RETAIL INSIGHTS
RETAIL SOLUTIONS
• The HR Summit 2019
• AI in Retail Conference 2019
• Omnichannel Futures Conference 2020
• Future of Retail Marketing 2020
ABOUT
CONTACT
SUBSCRIBE FOR FREE
Debenhams unveils new brand identity

Department store chain Debenhams has launched a new brand identity following a series of store modernisations. Devised with the retailer’s creative partner Mother, Debenhams’ new logo… View Article

DEPARTMENT STORES

Debenhams unveils new brand identity

Department store chain Debenhams has launched a new brand identity following a series of store modernisations.

Devised with the retailer’s creative partner Mother, Debenhams’ new logo aims to present a more modern and friendly image with a distinctive typeface and vibrant colour system. The overhaul follows 20 years of the Debenhams logo in its previous guise.

The new branding is initially appearing across the retailer’s website, social and digital platforms, and 2018 programme of store modernisations as well as at its new flagship Watford store.

Debenhams’ Reading, Cambridge, Leicester and Meadowhall stores have all undergone months of modernisation work to bring in elements of the retailer’s award-winning Stevenage store concept. Improvements include the installation of new fixturing which enables fashion items to merchandised by genre with items highlighted that are ‘new in this week.’ In addition, a new lingerie concept offers a more premium setting.

Meanwhile, the Meadowhall store’s beauty department has had a major overhaul and occupies a third more space with 20% of the area operated by Debenhams. The Reading and Leicester stores also include elements of the beauty hall redesign with multi-brand products merchandised in ‘Labs’ to make it easier for customers to browse and discover new ranges.

In addition, the Leicester and Meadowhall stores feature a new own food brand called The Kitchen that serves a “traditional yet contemporary” menu including Pie Minister pies.

Part of the Debenhams Redesigned strategy to transform the business, the new brand identity will gradually roll out on all elements of communication including advertising, CRM, carrier bags, hangers and packaging.

Debenhams chief executive Sergio Bucher said: “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 retailer will also be launching an autumn/winter advertising campaign to communicate the new brand approach. A series of eight executions will play out across print and digital titles and social media with the tag line ‘Do a bit of Debenhams’.

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News

RETAIL EVENTS

The HR Summit 2019
The HR Summit 2019
8 October 2019
Hallam Conference Centre, London W1W 6JJ
Company values, collaboration with employees and driving a major HR transformation to create a truly omnichannel experience, need to be at the heart of the organisation's culture and brand
AI in Retail Conference 2019
AI in Retail Conference 2019
16 October 2019
Cavendish Conference Center, London W1G 9DT
CONFERENCE AIMED AT RETAILERS WORKING IN MARKETING, IT, DIGITAL, DATA AND TECHNOLOGY
Omnichannel Futures Conference 2020
Omnichannel Futures Conference 2020
5 February 2020
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy
Future of Retail Marketing 2020
Future of Retail Marketing 2020
10 June 2020
Cavendish Conference Centre, London W1G 9DT
The Future of Retail Marketing for Customer Engagement