Department store Debenhams has announced the launch of the latest instalment of its ‘Life Made Fabulous’ advertising campaign following the success of its Christmas offering.
Starring designers Jasper Conran and Ben de Lisi, the ad airs tomorrow and follows the existing formula of featuring the designers making final touches to their creations.
Spring/Summer 2013 trends will be on display throughout the ad including monochrome, textures and print and it is hoped that the included products will prove as popular as those featured in the festive campaign at the end of last year.
A red coat from designer Jonathan Saunders’ Edition collection experienced a 400 per cent sales boost in sales in the first week of the ad’s debut and sold out online within a week.
“Our Christmas campaign was a fantastic success,” said Debenhams’ Marketing Director Richard Cristofoli.
“It played a key role in our recent positive trading results, with growth in our womenswear market share, fantastic growth in lingerie, our fastest ever selling coat and our strongest brand awareness and highest ever levels of engagement on social media.
“As we launch the next ad in the series, it’s clear that customers are responding to our brand message.
“People are identifying Debenhams as a fresh, fashionable and affordable destination brand.”
Narrated by actress Billie Piper, the ad was filmed in Cape Town, South Africa and will feature backing track ‘This is the Life’ by indie rock band Two Door Cinema Club.
Supported by an online offering as well as via Debenhams TV, the campaign also contains exclusive interactive content including interviews with designers Conran and de Lisi and social media activity.
Commenting on the launch, Conran said:”Seeing my collection showcased so beautifully on screen represents the essence of my long-standing partnership with Debenhams – great design and excellent quality at an accessible price.”