Bid to solve every shopping nightmare leads department store retailer to take brand interactive

Bid to solve every shopping nightmare leads department store retailer to take brand interactive

Debenhams recently launched its first ever interactive TV channel – named Debenhams TV – which it expects will become a destination for shoppers and online browsers looking for easy to digest, friendly style and shopping advice and purchases.

The new station was expected to win an estimated 1.5 million views in its first week, making it one of the most watched channels in the UK virtually overnight.

The channel’s aim is to provide a fresh alternative to the traditional ‘browse and buy’ online shopping experience and TV already on retailer websites, and will also offer exclusive behind-the-scenes footage and interviews from photo shoots, fashion shows and launches.

For the first time, Debenhams is lifting the lid on its head office and the people behind the brand; with experts from womenswear, lingerie, menswear and accessories naming their pick of products and how to make these work for the season.

Big content plans

There are also plans for personal shoppers and celebrity stylists to give online workshops on how to pick outfits, which make the most of your appearance when attending job interviews, weddings, parties and other special occasions.

Launch content is focusing on key seasonal dilemmas such as what bra size your wife might be, or what the perfect gift for her at Christmas is. With this ‘how to’ narrative, the channel aims to attract the attention of other consumers that might not be on Debenhams.com through interest generated by social media.

Debenhams online trading director, Simon Forster, said: “Our online TV channel is a brilliant way for our customers to get style and beauty advice, see the latest fashions and just be entertained. You can see it on our website, through our iPhone app, on YouTube and coming soon – in our stores.”

The new channel, Debenhams TV, will also run interviews with top designers such as Ben de Lisi, Henry Holland and Matthew Williamson, plus fashion advice from top industry experts.

Customers can purchase any product that takes their fancy at the click of a mouse, buy taking advantage of the click-to-buy feature as they watch.

Debenhams TV will be available on Debenhams.com, with plans to stream live in store in the future.