Department store Debenhams is set to debut the latest instalment of its ‘Life Made Fabulous’ TV campaign ahead of the opening of its first Russian store, it has been announced today.
Airing this evening, the advert will star top designers Julien Macdonald, Henry Holland and Jasper Conran, who will showcase their Autumn/Winter garments. Reflecting three of the biggest trends of the upcoming season, the pieces represent town and country, rich and regal and baroque and roll and prices range from around £50 to £150.
Available online and on Debenhams TV, the campaign will feature interactive material such as interviews with each designer which will outline how they create their collections via social media channels.
“It’s an extremely exciting time for the brand,” said Richard Cristofoli, Debenhams’ Marketing Director.
“As we get set to launch the fourth ad in the series, it’s clear that customers are responding to our brand message.
“They’re recognising Debenhams as an engaging, more stylish brand that’s on the up.”
The launch follows the success of the summer campaign earlier this year which saw sales of swimwear reach £1 million in just a fortnight. Starring Sadie Frost and Jemima French, the ad saw sales of their Floozie swimwear soar 210 per cent while Matthew Williamson’s appearance helped boost sales of his Butterfly bikini rise 383 per cent.
Henry Holland, the Brit designer who features in the ads revealing his H! Clothing range, said: “I’ve loved being involved in these ads.
“Not just from a commercial perspective but because the campaign drives home that message that the Designers at Debenhams are really hands on – these are our collections and we’re proud of them.
“The team behind the scenes have made it an easy and enjoyable experience as well; so bring on the next one!”
Later this week, Debenhams will enter the Russian market with a 35,000 sq ft store in Moscow’s Mega Belaya Dacha, a mall with annual footfall of 70 million.
Aiming to double its international portfolio over the next five years, Debenhams believes that Russia’s size and economic strength make it a key part of its expansion strategy.
To celebrate the opening, Matthew Williamson, Henry Holland, Jasper Conran, John Rocha, Ben de Lisi and Aliza Reger will host a launch party on October 4th 2012 at the British Embassy and also make an appearance in store.
Nick Hill, CEO of Debruss, Russian partner of Debenhams explained: “We are delighted to be bringing Debenhams, this great British department store brand, to the Russian market and we are very excited to be locating our first store in such a great mall as Mega Belaya Dacha with its proven record of success.”