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Debenhams unveils new brand identity

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

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’.

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