Debenhams reveals men smell more fragrant as they age

Fri, 11 Nov 2011 14:19:11 GMT

Debenhams has revealed the results of new research* which show that a man's choice of fragrance alters dramatically with advancing years, resulting in men in their sixties and above selecting and piling on the strongest of scents.

The sense of smell weakens in people who are their sixties hence why older generations prefer impactful, longer lasting perfumes, often opting for classic, masculine pongs from the likes of Aramis and Davidoff.

Unlike today's man who on average begins to use cologne from the age of 14 years old, sexagenarians and their older brothers didn't grow up wearing fragrance and most men in this age group (77 per cent) claimed to only start wearing aftershave at the age of 30 years old.

Now that wearing scent is an acceptable part of everyday male grooming, it seems those born in 1951 and earlier are making up for lost time and 'splashing it on all over' with 56 per cent saying they respray three times a day, more than any other age group.

Ruth Attridge, spokesperson for Debenhams said: "No longer the fusty Steptoe or the less-than-fragrant Compo, the older generation has embraced the fragrance hall and is creating a buzz in the beauty industry.

"Choosing a signature scent can be a challenge whatever your age however, before reaching for another spritz, we'd always advise remembering that a 'man doesn’t have to try too hard'."

The older generation still has a little way to go to match up to their sons in their late twenties and thirties. Research has shown that 63 per cent of men in this age group have a 'fragrance wardrobe' of five or more scents, with men citing "mood", "occasion" and "trend" for why they experiment.

They were also the age bracket most likely to be influenced by the women in their life with 71 per cent of men claiming their wife or girlfriend has a say in their smell.

Despite their bad rap for piling on the pong, it is fresh, often unisex fragrances that are bought most frequently by men in their teens and early twenties. Bottle design and association with celebrities and sports proved major motivations for purchases in this age group.

As men reach their forties and fifties, sex sells resulting in a sales boom for the spicy and musky fragrance sector. The baby boomers have ascertained what fragrance they like and therefore spend more but buy less, investing in premium, designer brands such as Chanel, Tom Ford and Bvlgari.

Attridge added: "This research is massively important as we enter the Christmas shopping period.

"Fragrance is one of our most popular gifts for men and we can now provide further training for our fragrance consultants to help busy shoppers pick the right perfume, whether it's for your Great Uncle Bob or your image-conscious teenage son.

"We will be managing our stock levels accordingly to make sure that no one ends up with a dusty bottle of Old Spice left on the shelf year after year."

- ENDS -

Notes to Editors:
*1,000 men interviewed on their fragrance buying habits between October and November 2011

About Debenhams:
Debenhams is the second largest department store chain in the UK with a strong presence in key product categories including men and women's clothing, childrenswear, furniture and health and beauty, including fragrance gift sets. Debenhams operates 167 stores in the UK and Republic of Ireland. Debenhams also has 61 international franchise stores in 24 countries and six Magasin stores in Denmark.

Designers at Debenhams include Preen, Dune, Jonathan Saunders, Jonathan Kelsey, Roksanda Ilincic, Ted Baker, Jeff Banks, Jasper Conran, Erickson Beamon, FrostFrench, Henry Holland, Betty Jackson, Ben de Lisi, Julien Macdonald, Melissa Odabash, Jane Packer, Pearce Fionda, Janet Reger, John Rocha, Lisa Stickley, Eric Van Peterson and Matthew Williamson.

Debenhams reveals fishermen behind new British trend

Wed, 09 Nov 2011 11:43:52 GMT

Debenhams has revealed that fishermen have been named as the driving force behind a new trend hitting the British high streets this winter.

The popularity of exciting and macho fishing television programmes such as 'Deadliest Catch' and 'Extreme Fishing with Robson Green' have made fishing cool again and transformed the image of clothing traditionally associated with seafaring pursuits.

Demand for duffle coats, cream cable knit jumpers, chunky woollen socks, stripy t-shirts, waterproof trousers and rugged has soared over the last month with further increases expected as the cold weather continues.

Currently up on the year are chunky boots (up 81 per cent), boat shoes (up 195 per cent), thick woollen socks (up 27 per cent), duffle coats (up 25 per cent), striped t-shirts (up 25 per cent), thermal underwear (up 67 per cent), waterproof trousers (up 94 per cent) and heavy knits, up 55 per cent.

Inspired by the likes of Paul Weller, David Beckham, David Cameron and Noel Gallagher, it seems British men are falling hook, line and sinker for the look.

Ruth Attridge, spokesperson for Debenhams said: "No longer just the hobby of a solitary riverbank dweller, these TV shows have made 'fisherman fashion', the humble duffle coat, waterproof trousers and obligatory chunky socks and thermals, the must have look for autumn/winter 2011.

"Even 'Trawlermen', documenting the tough times of the Peterhead and Fraserburgh fishing fleets and arguably the most unlikely fashion icons, has shown the average British landlubber the masculine appeal of a hardy seaman."

Influenced by designers such as Burberry Prorsum, Paul Smith and Roland Mouret parading the angling look on the autumn/winter 2011 catwalks, the on trend way to wear fisherman fashion is in bold colours, with large pockets on duffles, teamed with mens boots and a beanie hat.

Debenhams has also seen the look start to translate into womenswear with bright duffle coats and chunky cardigans worn by the likes of Alexa Chung and Taylor Swift leading the way.

Debenhams' Ruth Attridge continued: "The tough, capable image of seafaring clothing seems to have chimed with the mood of the nation during the financial difficulties.

"Knowing that you are well equipped to cope with everything life can throw at you - no matter how hard the going becomes - is now seen as essential to weather the economic storm.

"Warm, hardwearing and now stylish, these items herald the return of practical fashion that will see you through the season and beyond."

ENDS

About Debenhams:
Debenhams is the second largest department store chain in the UK with a strong presence in key product categories including women's clothing, men's clothing, childrenswear, furniture and health and beauty. Debenhams operates 167 stores in the UK and Republic of Ireland. Debenhams also has 61 international franchise stores in 24 countries and six Magasin stores in Denmark.

Debenhams reveals formula for perfect pair of 'drop-a-dress size' shoes

Fri, 04 Nov 2011 16:23:53 GMT

Debenhams has announced its formula for how to drop a dress size in seconds. According to the retailer, if chosen carefully, a mere pair of shoes can have a dramatic slimming effect on the wearer - creating the illusion of having dropped a dress size.

The slimming effect is so apparent that, when asked to guess the dress size of the same woman in two images, people shown the image of her wearing the slimming shoes gave an average of one dress size smaller than those shown a picture of her without the magic shoes on.

Debenhams technologists created the formula when they noticed an onslaught of celebrity women, including Kate Middleton, Victoria Beckham and most recently Ed Miliband's wife Justine wearing similar nude high heels.

The formula for the perfect pair of slimming shoes is as follows: (colour + platform + height + heel width) - ankle strap = slimming, or as it is written in short-hand: (C + P + H + HW) - AS = S.

For those wanting to look slimmer in their dresses, they must first choose a nude coloured shoe which matches their skin tone. This works as an extension of the leg. Platforms should be concealed and should have at least a centimetre in depth to ensure maximum lengthening.

Heel height is critical and it is advised that women choose three-inch or higher heels. This provides added height and instantly gives a slimming effect. Heel width should also be considered. Thick heels draw the eye and break the illusion, so stiletto heels are recommended.

The final aspect of the formula is ankle straps. According to the formula, ankle straps should be avoided at all costs as they cut the leg short, making them look shorter and wider.

The formula combines a combination of tricks that give the impression of lengthened legs and tighter thighs while encouraging the torso to be pushed out, in turn flattening the stomach.

In response to the slimming formula, Natelle Baddeley, head of accessories for Debenhams, said: "It seems that performing magic tricks is no longer reserved for the likes of Dynamo and David Blaine.

“If followed to the letter, this formula gives women the chance to walk in the shoes of the famous tricksters of our time - creating a slimmer silhouette in an instant."

Natelle Baddeley continued: "This is a diet in a shoe. Once you have found the perfect pair all you need to do is slip on your shoes to instantly transform your silhouette. It's the perfect party cheat."

High profilers who currently benefit from this sneaky cheat are A-listers such as Beyonce Knowles, Victoria Beckham, Alesha Dixon, Jessie J and Sarah Jessica Parker.

Debenhams announces 9 new store openings and 45 store modernisations

Mon, 24 Oct 2011 09:51:18 GMT

Debenhams has reported strong year-end results, showing group sales up by 4.5% and profits up for the third year running by 10.0% to £166.1m. It also announced the acceleration of its store modernisation programme and the opening of nine new stores.

The results, first announced by Debenhams' new chief executive Michael Sharp, buck recent high street gloom.

The new store and modernisation programme will create 4,050 jobs and further cements the retailer's commitment to getting Britain working again. It builds on the recent announcement that the retailer is creating 6,500 roles in the run up to Christmas.

Debenhams announced that the first 20 of the 45 stores to receive a makeover will be completed in 2012 in the following areas: Chester, Bournemouth, Harrow, Luton, Colchester, Harrogate, Preston, Middlesbrough, Cheltenham, Reading, Northampton, Bedford, Hull, Carlisle, Worthing, Sutton (Surrey), Plymouth, Salisbury, Blackburn and Southend on Sea.

The remainder will be finished by the following year and these further locations will be announced at a later date.

"This is a strong signal that the UK high street is alive and well and we are backing it 100%. It's great news for job seekers as well as shoppers across the country. It also shows a very real commitment to our clear focus on growing our UK retail business.

"A mix of refurbishment, new brands and the addition of extra top designer and beauty brands deliver what effectively looks like a new store following a modernisation.

"I'm delighted that over the next few years more customers than ever before will have access to the UK's top name beauty brands and our exclusive and ever-growing Designer at Debenhams offer", said Michael Sharp, Chief Executive, Debenhams.

The nine new stores will be open over the next four years (2012 to 2015) in the following areas: Chesterfield, Burton upon Trent, Darlington, Carlow (Republic of Ireland), Sligo (Ireland), Bradford, Hereford, Barnsley, and Macclesfield.

The Debenhams property team is also actively looking for further sites to bring the department store offer to even more locations across the UK.

"Our new Debenhams Extra order screens enable our smallest stores to offer our widest range.

"Our model allows us to trade successfully in store sizes from 25.000 sq. ft. to 200,000 sq. ft. which means we can be successful in a variety of markets.

"This year alone Debenhams has opened a 25,000 sq. ft. store in Fareham and a 70,000 sq. ft. store in Wakefield," continued Michael Sharp.

The acceleration of the programme follows 14 stores that have been modernised across the country from Stirling in the North of Scotland to Portsmouth in the South from spring 2010 to date.

-ENDS-

About Debenhams:
Debenhams is the second largest department store chain in the UK with a strong presence in key product categories including womens clothing, men's clothing, childrenswear, designer clothes, furniture and health and beauty. Debenhams operates 167 stores in the UK and Republic of Ireland. Debenhams also has 61 international franchise stores in 24 countries and six Magasin stores in Denmark.

Designers at Debenhams include Preen, Jonathan Saunders, Jonathan Kelsey, Roksanda Ilincic, Ted Baker, Jeff Banks, Jasper Conran, Erickson Beamon, FrostFrench, Henry Holland, Betty Jackson, Ben de Lisi, Julien Macdonald, Melissa Odabash, Jane Packer, Pearce Fionda, Janet Reger, John Rocha, Lisa Stickley, Eric Van Peterson and Matthew Williamson.

Debenhams reports weather girls putting the heat back into winter clothing sales

Thu, 20 Oct 2011 09:34:43 GMT

Debenhams has revealed new research which reveals that BBC weather girl Carol Kirkwood is having a major effect upon the shopping habits of the nation, new research has revealed.

When she wears winter coats and scarves while reading the weather forecast, sales of winter clothing soar the same day, according to Debenhams.

So great is the trend that her choice of winter wear has a greater effect upon sales than a six degree drop in temperature, figures show.

Debenhams spokesman Ed Watson said: "Nobody in Britain seems to believe that winter has arrived until they see Carol wearing a scarf and ear muffs.

"We're calling it the 'Weather Girl Effect' and it's bringing a warm front to sales on the High Street."

The effect emerged while Debenhams was conducting annual customer research into shoppers' buying habits for winter coats, hats, scarves and gloves.

Being able to predict precisely when demand for winter wear will rise enables the store to order well ahead, saving millions of pounds in production fees and storage costs.

The research showed that:
- Winter coat sales begin to rise when external temperatures fall below 16 degrees on three consecutive days.
- Sales of scarves increase when temperatures fall below 12 degrees.
- Gloves sales leap when the mercury falls to just six degrees.
- A fall to nine degrees sparks a rush by women for thermal underwear. Men need another seven degree drop in temperature before they too opt for cosy Long Johns.

Demand rises exponentially across all sectors with every two degrees fall in outside temperature. However, mysterious spikes in sales remained unexplained - until researchers started watching the BBC Breakfast weather forecasts.

When Carol Kirkwood appeared wearing a warm coat on an outside broadcast, demand for similar garments leapt by an average of 38 per cent above normal, regardless of the outside temperature.

Wearing a hat and gloves increased demand for these items by an average of 51 per cent. And wearing ear muffs created the biggest rise at 82.7 per cent.

The 'Weather Girls Effect' was greatest with Carol Kirkwood, but also occurred to a lesser extend when her colleagues Louise Lear, Laura Tobin and Elizabeth Saary appeared on screen.

Male weather forecasters have no effect upon sales whatsoever. The BBC's female weather forecasters have a greater effect than others because they do so many outside broadcasts.

Ed Watson continued: "It is clear that viewers, especially women, are using the fashion choices of the forecasters to determine how to dress well to suit the weather.

"The warm coats and gloves which Carol wears are providing a more effective visual forecast of what lies ahead, more than the temperature figures on the accompanying high tech weather map.

"Our research shows that the weather girls are teaching the nation how to remain ice queens, able to cope with any stormy squall.

"We've come to believe that if Carol Kirkwood read the forecast wearing a bikini, bikini sales would soar even if it was snowing outside."

The news coincides with Debenhams' 'Winter Event' that sees prices reduced by up to 25% across coats and boots.

About Debenhams:
Debenhams is the second largest department store chain in the UK with a strong presence in key product categories including women's clothing, men's clothing, childrenswear, furniture, health and beauty and shoes, including women's boots. Debenhams operates 167 stores in the UK and Republic of Ireland. Debenhams also has 61 international franchise stores in 24 countries and six Magasin stores in Denmark.

Debenhams reveals glamour reigns in the north

Fri, 14 Oct 2011 09:59:38 GMT

Debenhams has reported that the North/South divide is ringing true for beauty hall tills across the country, with Northern lasses snapping up the longest of lashes and glossiest of lips and Southern ladies opting for a more natural look, with the exception of Essex.

Research into regional beauty buying habits by one of the UK's largest retailers, Debenhams has revealed that different areas of the country favour a varying amount of slap.

Northern women are aficionados of the 'more is more' style with fake tan, false lashes and pink lip-gloss the runaway bestsellers. Northern celebrities, particularly the ever-groomed WAGs Coleen Rooney and Abbey Clancy are no exception.

Scottish lasses follow suit with their love of tanning and bronzer, perhaps making up for the chillier climes.

Back down South, women are devoted to creating perfect skin. Cult product YSL's Touche Éclat, flattering tinted moisturisers and pore-perfecting powders fly off the shelves in London, Exeter and Brighton.

Bucking the trend comes the county of Essex. Instead of echoing the simpler slap of their Southern sisters, Essex girls align themselves firmly with the Geordies and Scousers.

Their devotion to a full face of makeup means Debenhams stores in Lakeside, Romford and Chelmsford have reported local girls wearing three pairs of lashes at the same time and spending hours in store getting ready for a Saturday night out.

In contrast, the simple but effective red lipstick reigns supreme in the Midlands - the classic look sells best in Birmingham and Nottingham. The Midlands women also know how to apply it with matching lip-liners also featuring regularly in their shopping baskets.

Irish (and Welsh) eyes are smiling thanks to a love of mascara and eyeliner. Mascara is the enduring favourite of the Celtic regions as best demonstrated by Welsh songstress Katherine Jenkins and Irish television presenter Christine Bleakley.

Research from Debenhams also showed that:
- Northern women buy on average a new pair of false eyelashes every fortnight
- Midlands women own on average ten red lipsticks
- Irish women tend to reapply mascara three times a day
- British women are most likely to apply fake tan on a Thursday evening, leaving enough time for the colour to develop before Friday and Saturday nights out
- Southern women spend three hours carefully choosing the correct skin tone match of foundation / tinted moisturiser

Ruth Attridge, spokesperson for Debenhams said: "British women's love of lotions and potions has ensured that our beauty halls are busy all over country.

"Our lipstick sales are up 19 per cent, mascara sales up 21 per cent and nail varnish up 21 per cent when compared to last year.

"This beauty research helps us manage where we send our stock and when.

"Shipments of fake tan will be winging their way up North to satisfy the Thursday rush while we'll also make sure Londoners don’t miss out on their Touche Éclat fix.

"However, when it comes to starting the Saturday night getting-ready ritual in store, The Only Way really is Essex".

About Debenhams:
Debenhams is the second largest department store chain in the UK with a strong presence in key product categories including womens clothing, men's clothing, childrenswear, furniture and health and beauty. Debenhams operates 167 stores in the UK and Republic of Ireland. Debenhams also has 61 international franchise stores in 24 countries and six Magasin stores in Denmark.

Debenhams launches hosiery to suit all skin tones

Thu, 13 Oct 2011 09:34:17 GMT

Debenhams has launched a range of 'invisible' skin tone hosiery available in different shades for women with fair, medium and dark skin - a first for the high street.

The nude range is available in sizes small, medium and large and colours available include olive, bronze and coffee along with fairer skin tones such as beige and honey.

Debenhams hosiery buyer, Joanna Townsend said: "Nude hosiery is one of fashion's best kept secrets.

"It's a woman's weapon to fight the onset of winter, when wearing black opaque tights is just too depressing on a golden autumn's day.

"Producing product in nude colours should never take a one-size-fits-all approach, and we are confident that these tights will appeal to women of all ethnicities and ages."

Until now, olive, Indian, mixed race and black women were forgotten when it came to skin tone tights.

Traditional 'natural' or 'nude' tights made darker skin colours appear too light, and distorted the natural look of the legs when worn by women.

Joanna Townsend continued: "Our research identified a huge gap in the market for natural hosiery for darker skin tones.

"We had a fantastic reaction to a range of nude bras in varying skin tones earlier this year, so to offer these customers hosiery too was a no brainer.

"Our range is designed to be invisible when worn, no matter what your skin colour."

The range goes is on sale in Debenhams stores and online at www.debenhams.com now.

About Debenhams:
Debenhams is the second largest department store chain in the UK with a strong presence in key product categories including womens clothing, men's clothing, childrenswear, furniture and health and beauty. Debenhams operates 167 stores in the UK and Republic of Ireland. Debenhams also has 61 international franchise stores in 24 countries and six Magasin stores in Denmark.

Debenhams announces 6500 festive jobs up for grabs

Mon, 10 Oct 2011 15:27:21 GMT

Debenhams announced that it is on the lookout for 6,500 seasonal temps to cope with its busiest time of year; Christmas.

The retailer's emphasis on flexible shift patterns will ensure additional staff are in store whenever customers need them.

Successful candidates will work with the department store from mid-November until the beginning of January, to cover the pre-Christmas spectacular through to the beginning of the January sale.

Michael Sharp, Debenhams CEO said: "These jobs are sure to be welcomed by local economies during the most financially challenging part of the year.

"Approximately a quarter of staff that works with us over the festive season will stay on in permanent roles, making this a crucial period in our employment calendar."

The jobs will be split across Debenhams' 163 stores and average out at 40 per store, and are based in the menswear, womenswear, accessories, childrenswear, home, gifts or cosmetics departments.

To improve efficiency and productivity, Debenhams is also hoping to re-recruit temporary staff who worked for the retailer last year in around 30% of stores.

In addition the fashion store will also be calling on its 2,100 casual employees already on Debenhams' payroll to step in to deal with the festive season shopping frenzy.

Roles available are varied and include everything from stock handling and general sales advisor jobs to gift advisor roles which require special training.

Debenhams is recruiting directly through its website and looking for energetic people with a talent for customer service. Previous retail experience isn't essential.

Michael Sharp continued: "In recent years we have noticed a much broader range of candidates applying for these roles, including many more school leavers and graduates looking for their first step on the employment ladder.

"It's fantastic that we have the opportunity to give some of these young people valuable retail experience."

Minister for Employment, Chris Grayling added: "These roles offer invaluable retail experience for first-jobbers whilst giving those with families the flexible working hours they need.

"We are committed to injecting new life into the economy and this is a great example of how major players in the private sector are playing a key role in that."

Contracts will be for flexible working hours with the majority of positions running from November through to the January sale.

Staff will benefit from a Debenhams discount - the perfect perk for saving on Christmas shopping.

More information and application forms can be found on www.debenhams-jobs.com or by contacting the local store.

-ENDS-

Notes to Editors:
Debenhams Retail PLC – Equality of Opportunity
Debenhams is committed to ensuring that every individual connected with the Company - whether employee, applicant, customer or other third party - receives fair and equitable treatment, regardless of their differences. These include, but are not restricted to:
- gender
- race
- ethnic or national origin
- religious, political or philosophical beliefs
- disability
- marital or civil partnership status
- sexual orientation
- gender reassignment
- age

About Debenhams:
Debenhams is the second largest department store chain in the UK with a strong presence in key product categories including womens clothing, mens clothing, childrenswear, furniture and health and beauty. Debenhams operates 167 stores in the UK and Republic of Ireland. Debenhams also has 61 international franchise stores in 24 countries and six Magasin stores in Denmark.

Designers at Debenhams include Preen, Jonathan Saunders, Jonathan Kelsey, Roksanda Ilincic, Ted Baker, Jeff Banks, Jasper Conran, Erickson Beamon, FrostFrench, Henry Holland, Betty Jackson, Ben de Lisi, Julien Macdonald, Melissa Odabash, Jane Packer, Pearce Fionda, Janet Reger, John Rocha, Lisa Stickley, Eric Van Peterson and Matthew Williamson.

Debenhams reveals mothers pass on the ability to walk in high heels

Fri, 30 Sep 2011 14:04:05 GMT

Debenhams revealed that a woman's ability to walk well in high heels is inherited from her mother, with balance, poise and even choice of heel height all passed on through the maternal line.

However, the debate over whether skilled high heeled walkers are born or made has still not been answered.

Debenhams Head of Accessories Design Natelle Baddeley said: "Whether it's genetics or training in teenage years, we may never know, but it’s clear that the saying 'like mother like daughter' applies to walking in heels."

The striking links between a mother and daughter's taste in high heels were revealed during recent Debenhams customer research into consumer trends. This is something that is also reflected in Hollywood A-listers and their daughters, such as actress Kate Hudson and her mother Goldie Hawn, who have been spotted in numerous photographs wearing similar shoes.

When asked about their perfect choice of high heeled shoes, women who were unrelated produced a wide range of answers, showing enormous statistical variance in heel height, style and colour. Mothers and daughters however, differed in their answers on all three topics by only a few percentage points, with a well-heeled 92% having matching answers.

Despite having a multitude of colours, styles and heel heights to choose from, each chose women's shoes which bore a remarkable resemblance to the other.

Daughters who loved four inch heels had mothers who also loved four inch heels.

When questioned on their favourite colour of shoes, 79% had the same answer. Mothers who loved striking reds had daughters who also loved striking reds.

Daughters who loved extremely narrow pointed heels also had mothers who loved extremely narrow pointed heels.

However, the most striking evidence suggesting a maternal link for the ability to wear high heels well emerged during crucial walk tests; a towering 87% of mothers who could stride confidently across a room in a wide range of heel heights had daughters who could do the same. Conversely, mums with limited heel height skills had appeared to have passed this deficit onto their offspring.

Debenhams Natelle Baddeley continued: "The correlation was striking. We could almost pick out who were mother and daughter in a crowd just by the similarities as they walked in high heels.

"Even though we now know that a link exists, we still don’t know what causes it.

"Is it genetics? Or do young girls become accustomed to and copy their mother’s tastes in shoes simply by wearing them during "dressing up" as a child?

"Our research suggests that all daughters are destined to literally step into their mother’s shoes as they grow older."

Debenhams research was conducted individually, so that choice in shoe style could be made free from an accompanying partner.

The small differences between a mother and daughter's tastes were most pronounced when the daughter was below the age of twenty, but converged again as they grew older. The link between mother and daughters extends across all demographics, including celebrities.

Even Suri Cruise, daughter of Katie Holmes and Tom Cruise has shoes which bears a remarkable resemblance to those worn by her mum, which Katie has said her daughter chooses herself.

About Debenhams:
Debenhams is a leading department stores group with a total of 167 stores in the UK, Republic of Ireland and Denmark. It offers a wide range of products across womenswear, menswear, childrenswear, lingerie, accessories, health and beauty, homeware and gifts.

Trading from over 12 million square feet of space, Debenhams employs nearly 29,000 people. In addition, it has 61 international franchise stores in 24 countries around the world.

Debenhams customer offer encompasses a unique combination of own brands, international brands and concession brands.

Own brands comprise own label brands - such as Red Herring, Mantaray, Maine New England, Debut and Bluezoo.

Debenhams’ online store is available at www.debenhams.com.

Debenhams donates staff hours to help independent shops recover

Mon, 26 Sep 2011 10:00:56 GMT

Debenhams Battersea, which was looted during the recent London riots, is to donate a 'working week' of hours to the local community, seconding staff to help smaller, independent stores recover.

Despite the damage that was done, Debenhams Battersea was open again just three days after the events of Monday 8th August. Staff worked alongside local residents to clean up and get the store trading as soon as possible.

Unfortunately, other stores in the area have not been so lucky and are still boarded up without stock to sell or even shelving and display units to put it on.

As such, 35 hours of Debenhams' staff time has been made available for a month to those businesses that could benefit from the manpower and retail knowledge on offer.

Debenhams Battersea store manager, Neil Roberts, said: "In the spirit of the kindness shown to us by the people of Clapham and Battersea, we would like to give something back to the community.

"Practical support from all areas of our business is available to local, independent shops and businesses that need a helping hand to get back up and running."

Lorinda Freint, Clapham Junction town centre manager added: "Debenhams is an important anchor store in the town centre.

"The Clapham Junction Town Centre Partnership is delighted with the on-going support it gives small businesses in helping them get back on their feet."

Local businesses are invited to contact Julian Paine, Debenhams Battersea's technical services manager to ask for assistance. Help is available from the store's maintenance team, cleaning, loss prevention, visual merchandise, sales and management.

Debenhams' Neil Roberts concluded: "The Battersea store staff are incredibly enthusiastic about getting out into the local community to support our neighbours.

"We urge local businesses to come to Debenhams and let us know what they need."

ENDS

PR Contact:
Press Office
33 Wigmore Street
London
W1U 1QX
08445 616161
www.debenhams.com

Debenhams' Fashion Dictionary gets an update

Wed, 21 Sep 2011 15:48:03 GMT

Debenhams has been forced to add new words to a fashion dictionary it gives to personal shoppers, due to an influx of new terms that have emerged from the fashion press.

Whilst newly made up words such as 'shooties' and 'jeather' are instantly understood by clothing industry insiders, terms from last year's dictionary such as 'jardigan' and 'tregging' are now only understood by shoppers thanks to the dictionary says the store.

So mainstream are these unusual ways of describing clothing that even the Oxford English Dictionary has been forced to include terms from the Debenhams fashion dictionary such as 'jegging' and 'mankini' for 2011.

Said Debenhams spokesperson Ed Watson: "The addition of 'jeggings' and 'mankini' to the Oxford English Dictionary shows our glossary informed the masses and we now need to take it upon ourselves to create clarification once more".

"We are still aiming to strip away as much of this new language as possible and use plain English to describe everything we sell."

New fashion phrases added to the dictionary include mangrow (baby grow for men); shinos (short/chinos); trogues (trainer/brogues); jorts (jean/shorts); athleisure (clothes to take you from work to the gym); spants (skirt/pants); swacket (sweater/jacket) and glittens (mittens that roll back to reveal gloved fingers).

Debenhams' Ed Watson said: "We believe that these words are only properly understood by approximately five per cent of the population - yet they are commonly used throughout the fashion industry.

"It’s virtually a secret language, designed solely for fashion experts and people who read fashion magazines on a daily basis.

"Debenhams decided to produce the dictionary so that every shopper, both fashion expert and non-expert alike, can shop easily and clearly in all of our stores. Debenhams is encouraging the fashion industry to use existing English words to describe garments rather than these made up amalgamations."

Watson continued: "Ideally we would like to drop all these amalgamations, but our hands are tied due to the terms being used on search engines. We are committed to keeping their use to a minimum. Hopefully the dictionary will go some way to cleaning up the confusion.

"It is now easier to understand complex calculus than some of the words commonly used by commentators within the fashion industry to describe garments."

Marie Clair, spokesperson for Plain English Campaign said: "The world of fashion is reliant on these changing trends, which are often based on little more than classic foundations with clever twists. These latest words are just existing, familiar words that have been cut and stitched to make nothing more than the 'Emperor's new clothes'".

The New Debenhams 2011 Fashion dictionary will be rolled out this week.

-ENDS-

About Debenhams
Debenhams is a leading department stores group with a total of 167 stores in the UK, Republic of Ireland and Denmark.

It offers a wide range of products across clothes, lingerie, accessories, health and beauty, homeware and gifts.

Trading from over 12 million square feet of space, Debenhams employs nearly 29,000 people. In addition, it has 61 international franchise stores in 24 countries around the world.

Debenhams customer offer encompasses a unique combination of own brands, international brands and concession brands.

Own brands comprise own label brands - such as Red Herring, Mantaray, Maine New England, Debut and Bluezoo.

Designers at Debenhams, an exclusive portfolio of diffusion brands from internationally known fashion designers includes lines from Principles, Jeff Banks, Jasper Conran, John Rocha, Henry Holland, Betty Jackson, Julien Macdonald, John Rocha, Ben de Lisi, Erickson Beamon, Lisa Stickley, Eric Van Peterson and Matthew Williamson.

Ranges from Jonathan Saunders, Jonathan Kelsey, Roksanda Ilincic and Preen are also available in the newly introduced Edition boutique in selected stores.

Debenhams’ online store is available at www.debenhams.com.

Debenhams becomes first high street retailer with complete mobile package

Mon, 19 Sep 2011 16:59:32 GMT

Debenhams has announced the launch of its new mobile-enabled site, allowing customers to access the website and shop on their mobiles, as and when they need, becoming the first on the high street to offer a complete mobile package across all mobile technologies.

This follows a clear demand from customers with traffic from the Debenhams website accessed from mobile phones increasing by a massive 225% from August 2011 compared to the same time last year.

Complementing the existing Debenhams app on the iPhone, Android and Nokia as well as an iPhone app for the Beauty Club loyalty scheme, the new Debenhams mobile site means that Debenhams is now fully mobile - with a mobile offering suitable for every handset available on the market and the first high street retailer to offer a complete range of mobile offerings - combining mobile apps and a designated mobile site.

The Debenhams mobile site was developed entirely in house and offers the full functionality of the website including store locations and opening hours when on the move. Customers can also watch Debenhams TV through YouTube as well as become a fan on Facebook through the mobile site.

Simon Forster, director for Debenhams.com said: "Mobile continues to form a large part of our digital strategy, as an area which shows no sign of slowing down. We have seen a clear demand for shopping on the go. The addition of the m-site to our mobile offering means that no customer is excluded."

Debenhams is also championing new technology linked to smartphones, with the addition of initiatives such as Aurasma, bringing together TV and print media, and virtual shopping with the integration of QR codes into smaller stores in order to extend the range on offer.

In the first six months, the Debenhams iPhone app has been downloaded over 500,000 times and has taken over £1million in sales.

About Debenhams:
Debenhams is a leading department stores group with a total of 167 stores in the UK, Republic of Ireland and Denmark.

It offers a wide range of products across menswear, women's clothes including dresses and skirts, childrenswear, lingerie, accessories, health and beauty, homeware and gifts.

Trading from over 12 million square feet of space, Debenhams employs nearly 29,000 people. In addition, it has 61 international franchise stores in 24 countries around the world.

Debenhams customer offer encompasses a unique combination of own brands, international brands and concession brands. Own brands comprise own label brands - such as Red Herring, Mantaray, Maine New England, Debut and Bluezoo.

Designers at Debenhams, an exclusive portfolio of diffusion brands from internationally known fashion designers includes lines from Jeff Banks, Jasper Conran, John Rocha, Henry Holland, Betty Jackson, Julien Macdonald, John Rocha, Ben de Lisi, Erickson Beamon, Lisa Stickley, Eric Van Peterson and Matthew Williamson. Ranges from Jonathan Saunders, Jonathan Kelsey, Roksanda Ilincic and Preen are also available in the newly introduced Edition boutique in selected stores.

Debenhams reveals holidaymakers wear their luggage to pocket the savings

Mon, 12 Sep 2011 09:51:05 GMT

Debenhams has revealed budget flight passengers escaping the British weather are picking the pockets of airlines thanks to a loophole in the baggage rules.

Rather than pay expensive charges for stowing suitcases in the hold of the plane, canny holidaymakers are using their free hand luggage allowance and "wearing" the rest of their baggage, according to fashion retailer Debenhams, who have seen sales rise of coats and jackets with multiple pockets by as much as 135% over the holiday period.

After cramming what would be excess baggage into pockets, customers could gain a whopping ten pounds to their original body weight; saving themselves from the extortionate fees.

Debenhams is putting the new trend down to reports from the shop floor that customers prefer to pack heavier items such as books, cameras and electronic net books, into large pocketed garments, rather than pay fees up to £40 return, charged by some low-cost airlines for cases stowed in the hold.

As a result sales of Debenhams J by Jasper Conran jacket with seven pockets have gone up by 135% and the Maine New England parka jacket which has six pockets has also seen sales leap by 29%.

Research found that the biggest sales of the multi pocket jackets came from Leeds, London, Newcastle and Aberdeen, closely followed by Dublin.

Vicky Hewitt, spokeswoman for Debenhams, said: "Our sales assistants have even reported some customers coming in with specific items like net-books and paperbacks, to check if they will fit in the pockets before they buy the coat or jacket.

"With the right jacket and trouser combo you can gain up to 11 handy pockets to tuck away holiday essentials; but beware when reaching into pockets so those extra undies aren’t spotted on the floor of Terminal 5."

Passengers can pay dearly for going over the luggage weight limits, for instance BMI charges £7 per kg, Thomson up to £15 per kg and Ryanair £20 per kg, for excess baggage.

Multi-pocket jackets available at Debenhams include: J by Jasper Conran grey jacket with seven pockets; Maine New England taupe short parka jacket with six pockets; and Red Herring four pocket plum quilted jacket.

About Debenhams
Debenhams is a leading department stores group with a total of 167 stores in the UK, Republic of Ireland and Denmark.

It offers a wide range of products across womenswear, menswear, childrenswear, lingerie, accessories, health and beauty, homeware and gifts.

Trading from over 12 million square feet of space, Debenhams employs nearly 29,000 people. In addition, it has 61 international franchise stores in 24 countries around the world.

Debenhams customer offer encompasses a unique combination of own brands, international brands and concession brands.

Own brands comprise own label brands - such as Red Herring, Mantaray, Maine New England, Debut and Bluezoo.

Ranges from Jonathan Saunders, Jonathan Kelsey, Roksanda Ilincic and Preen are also available in the newly introduced Edition boutique in selected stores.
Debenhams’ online store is available at www.debenhams.com.

Debenhams launches autumn advertising campaign

Tue, 06 Sep 2011 11:41:45 GMT

Debenhams has unveiled a new multi-million pound marketing campaign for Autumn/Winter 2011.

Starring designers Julien Macdonald, Ben de Lisi, John Rocha and for the first time, Henry Holland, the autumn campaign follows the successful spring launch of Debenhams' first brand campaign for four years.

Richard Cristofoli, Marketing Director at Debenhams said: "The spring campaign was successful - dresses featured in the advert saw sales double and our Reger by Janet Reger lingerie sales increased by 300%.

"Furthermore, the spring campaign was vital in reminding customers about the unique relationship Debenhams has with some of the biggest names in fashion. We've learnt from the spring ad and autumn represents the first significant evolution for the campaign."

Now under the banner 'Life Made Fabulous', Debenhams has developed the concept further and is confident of a positive response to match if not exceed, the previous season.

Each advert opens with a designer in their studio, adding the finishing touches to a garment. The transition moment is a close up of the product before the scene shifts to the same item being worn and enjoyed in real life situations.

All adverts feature the campaign strap line 'Life Made Fabulous with Designers at Debenhams', with the voice of the campaign coming from Billie Piper of 'Belle du Jour' fame.

Richard continued: "Featuring big name designers that have been working with us for over ten years as well as some of the new additions like Henry Holland, this campaign tells the story of a Designer at Debenhams garment in an upbeat and beautifully shot series of adverts.

"We have secured some fantastic prime-time slots to launch the campaign, including Emmerdale and the X Factor and are excited to see the reaction from our customers."

The new backing track for the campaign is 'This is the Life' by Northern Irish indie rock band Two Door Cinema Club. The band's name came about after member Sam Halliday mispronounced the name of the local cinema, Tudor Cinema, and it stuck.

The ads will launch during Emmerdale and will feature Julien Macdonald, Ben de Lisi, John Rocha and, for the first time, Henry Holland.

In addition, Debenhams' biggest selling exclusive non-designer range Red Herring will also be featured in an advert showcasing some of the brand's most popular young fashion.

The full 40 second adverts will also run during the coveted X Factor showing following the launch.

Also supported digitally through Debenhams.com and Debenhams TV, the campaign is enhanced with exclusive interactive material such as interviews with each designer, top picks and social media activity, taking a look at how the designers work to create their collections in store each season.

About Debenhams:
Debenhams is a leading department stores group with a total of 167 stores in the UK, Republic of Ireland and Denmark.

It offers a wide range of products across menswear, women's clothes (including dresses and skirts), childrenswear, lingerie, accessories, health and beauty, homeware and gifts.

Trading from over 12 million square feet of space, Debenhams employs nearly 29,000 people. In addition, it has 61 international franchise stores in 24 countries around the world.

Debenhams customer offer encompasses a unique combination of own brands, international brands and concession brands.

Own brands comprise own label brands - such as Red Herring, Mantaray, Maine New England, Debut and Bluezoo.

Ranges from Jonathan Saunders, Jonathan Kelsey, Roksanda Ilincic and Preen are also available in the newly introduced Edition boutique in selected stores.

Debenhams' online store is available at www.debenhams.com.

Debenhams reports Miami Vice chic returning to the British high street

Mon, 05 Sep 2011 11:30:56 GMT

Debenhams has reported that trends first made popular by the 1980s TV cop series Miami Vice are coming back into fashion, thanks to young men who weren't even born when the series was first broadcast.

The return of the look, first noticed by Debenhams in May, has seen demand for Miami Vice style espadrilles leaping by an incredible 197 per cent over the last three months alone. In the same period, chinos have risen by 94 per cent and light colour sports jackets have grown by 500 per cent.

T-shirts worn under formal mens jackets, pastel shades, rolled up sleeves, and mens shoes worn without socks – forever associated with heart-throb hero Don Johnson - have become top sellers once again, according to high street chain Debenhams.

Lizzie Singleton, spokesperson for Debenhams said: "Who could have predicted that the style would prove so popular thirty years after the programme started? Young men are still looking to emulate the classic American look. In fact, the T-shirt under jacket look has never managed to go away."

Miami Vice (broadcast during the 1980s) was one of the most popular TV programmes ever. It won a worldwide audience and persuaded an entire generation of men that designer stubble and pastel shades were the height of fashion.

The style - perfect attire for sunny Florida where the series was set - has become the norm for British men going on a night out in Newcastle, Cardiff and Aberdeen, where the look has proved most popular.

Debenhams menswear design team believe that current TV presenters such as T4's Rick Edwards and Nick Grimshaw, as well as George Lamb and designer Henry Holland may have encouraged the acceptability of the look.

Lizzie Singleton continued: "We’re not surprised that Miami Vice chic has undergone a revival. Light pastel colours, loose jackets and casual tees suit all physiques. Dressing like you are on Miami South beach is also a great way to cheer you up after a wash-out of an August."

ENDS

About Debenhams:
Debenhams is a leading department stores group with a strong presence in key product categories including womenswear, childrenswear, mens clothes, home and health and beauty.

Debenhams is the second largest department store chain in the UK and operates 167 stores in the UK and Republic of Ireland. Debenhams also has 61 international franchise stores in 24 countries and six Magasin stores in Denmark.

Debenhams' online stores are available at www.debenhams.com and www.debenhams.ie.

Debenhams reveals the price of youth

Mon, 05 Sep 2011 09:56:16 GMT

Debenhams has released new research that reveals parents are spending thousands on kitting their infants out in the latest designer labels.

Anxious parents, eager to help their infants make a good impression on their first day at nursery school are even spending up to £600 on their start-of-term outfits.

The alarming figure is more than three times greater than the average job applicant spends on clothes for crucial interviews, and twelve times greater than the amount spent on senior school uniforms.

The survey showed that girls receive more costly outfits - and more of them - with mothers splashing out on average twice as much on daughters when compared to sons.

Michelle Dowdall at Debenhams said: "The competition to see who is wearing the best outfit can be just as fierce at the nursery school gate as on any high fashion catwalk.

"Dropping a child off at a nursery for the very first time can be a heart wrenching experience for every mother - and they want to know that their children are looking their best."

The trend echoes celeb mothers such as Katie Holmes and Rachel Zoe, who readily admit to kitting their infants out in Hermes, Gucci and Missoni on a daily basis.

Michelle Dowdall continued: "There's no need to layer our kids in luxury costing thousands of pounds - kids will be kids and clothes in the playground should be functional over all else.

"Nevertheless, we’re seeing the rise of a new generation of youngsters who are dressed to be Princes and Princesses of the playground."

This translates directly onto the High Street. Debenhams first spotted the trend as sales of kids designer clothes rose in line with 'back to school' traditional uniforms, as savvy parents snap up designer labels such as Matthew Williamson and Julien Macdonald at a fraction of the price for their child’s first day at nursery.

Popular items include pinstripe suits - mini versions of those worn in the City - favoured by boys as young as four, while waistcoats and ties worn over white flounced shirts come a close second.

Fairytale dresses are very popular for girls, as are sophisticated tulip dresses and sequinned tiered girls dresses worn with ivory faux fur shrugs.

"Children's clothes which, in the past, would only have been worn to weddings and formal occasions are now seen as essential for that first day in nursery school," Michelle Dowdall concluded.

ENDS

About Debenhams:
Debenhams is a leading department stores group with a strong presence in key product categories including womenswear, menswear, kids clothes, home and health and beauty.

Debenhams' online stores are available at www.debenhams.com and www.debenhams.ie.

Debenhams reports boards which protected looted shop to become a national treasure

Thu, 25 Aug 2011 12:04:56 GMT

Debenhams has announced that hundreds of goodwill messages written on boards covering windows smashed during rioting in Clapham Junction are set to become a national treasure.

High street store Debenhams has decided that they should be preserved to show how British people rallied around after the unprecedented street disturbances.

It believes the words on the boards make them a valuable piece of history, reminding everyone how local people felt, and that the violence and destruction was the product of a tiny minority.

Said Debenhams Battersea store manager, Neil Roberts: "The generosity of the people of Clapham and Battersea has transformed plain pieces of wood into a testament for our times.

"Their words of support are proof that, in times of adversity, Londoners still have the strength of character to stand up and offer a helping hand."

So many messages of support were scrawled on the boards covering Debenhams' ransacked Clapham Junction store that they quickly became a local landmark.

Visitors came from all over London - and even a few from overseas - to see what had been written, and to add a message of their own.

Among the messages were: "We have taken Clapham back. The rioters won't stop our community". Others said: "Clapham, we love you. Get well soon", and "We have lived and loved here for 14 years. How dare you destroy our amazing community".

So many messages of support were written that they filled every available inch of the boards, each measuring 9ft by 6ft.

Neil Roberts at Debenhams said: "While looting and destruction grabbed the headlines, the voices of ordinary people went virtually unheard.

"These boards, tell us, in their own words, how they felt at that time. They have become priceless pieces of social documentary.

"After the riots, hundreds of local people turned up to sweep away the broken glass and to help us get our store up and running again. We didn't have to ask. Instead, they came and did all that they could to rebuild their community again.

"These boards record the very essence of that human spirit."

The boards have now been taken down and are being preserved carefully by Debenhams. Conversations have been taking place to try and find a home for them in a prominent location where the general public can come and view them.

Debenhams reveals the long and (very) short of men's swimwear

Wed, 24 Aug 2011 16:48:35 GMT

Debenhams has revealed new research showing the exact age when men can no longer resist the allure of 'speedos'.

The correlation between the age of a man and his swimwear preference has shown that while board shorts dominate from age 13 and tailored trunks are popular during the late 20s and into the 40s, it is age 55 when men opt for the tiny proportions of swim briefs, says fashion store Debenhams*.

In fact, the peak is reached at the age of 59, when the length of swimming trunks can reach as little as just two inches (fabric measured down the hip).

Debenhams' research shows that boys wear regulation swimming briefs throughout their early schooldays, when most of their clothing is bought by their parents, until the age of approximately 13 years old.

A transformation occurs over the next four years as teenagers rebel, with length of trunks plunging a full 15 inches to hit the knee by the age of 16, as seen on singer, Justin Bieber.

Trunk length slowly begins to creep back up between the ages of 28 and 35, as young men look to hit the beach and show off their bodies in order to find a partner.

Debenhams spokesperson, Ruth Attridge said: "It was no surprise that most respondents referenced the pulling power of Daniel Craig’s tight-fitted blue trunks as their main beach influence.

"However, when we discovered that even James Bond can't tear British men in their over 50s away from the skimpiest of bathers, we knew we had to start taking notes."

Throughout the 40s, board shorts and their smarter cousin, trunks, do battle with a 50 / 50 preference from Debenhams customers.

However, from age 55, swimming trunks turn back into swimming briefs and at the age of 59 reach eye-watering proportions, a la Giorgio Armani and Peter Stringfellow.

Almost no men ever return to board shorts, apart from the notable exception - actor, Jack Nicholson.

Attridge continued: "Our findings are very important in helping our mens swimwear designers get ready for the Olympic sales boom, expected to start at the beginning of 2012.

"With tiny, tight, togs sure to create a splash, we will be reviewing our designs to try and ensure all men look like David Gandy in their swimmers, whatever their age and figure."

ENDS

Notes to Editors:
*1,000 men interviewed between June and July 2011
Debenhams stocks over 120 styles of swimming shorts, ranging from £12 to £55

About Debenhams:
Debenhams is a leading department stores group with a strong presence in key product categories including womenswear, menswear, childrenswear, home and health and beauty.

Debenhams' online stores are available at www.debenhams.com and www.debenhams.ie.

Debenhams launches sports range with Jenni Falconer

Wed, 24 Aug 2011 10:10:56 GMT

Debenhams has announced the launch of a brand new women's sportswear range, XPG by Jenni Falconer, designed by the TV personality and sports enthusiast, which will go into 36 stores and online.

XPG (cross performance gear) by Jenni Falconer will be the first celebrity own-bought collection for Debenhams and adds to a sportswear portfolio that includes collections from big name brands including Nike, Reebok and Adidas.

The women's sportswear collection has been designed by keen marathon runner and 'This Morning' presenter, Jenni Falconer to combine performance and style in a fashionable, feminine way. Bright, bold colours and high function fabrics have been used to optimise sporting performance and suit all figures at exceptional value for money.

The debut collection includes 35 pieces, available in sizes eight to 16 and ranging from £14 to £40 in price. Practical details include reflective prints, wickable and breathable fabrics, mesh panelling and MP3 compatible pouches. Stretch leggings and trousers have specially placed seams which cut across thighs to create a sleek and trim silhouette.

The XPG by Jenni Falconer launch collection will be introduced from today covering 8,000 sq. ft. of new selling space.

Adam Creasey, Trading Director for Debenhams said: "By enlisting Jenni Falconer, we have been able to create a functional, flattering range that’s as wearable in the gym as at home.

"With a fitness boom expected to coincide with the run up to the London 2012 Olympics, XPG by Jenni Falconer cements our position as the High Street home for sportswear design and value."

Jenni Falconer said: "I've always looked for a sportswear line that really works for my lifestyle and caters to my needs. I put a lot of thought into what practical features would make training that little bit easier - the locker key pockets and iPod pouches are small details that make a big difference.

"I love that I can wear this range at the gym, for cycling, walking, running, yoga classes, using workout DVDs or just for relaxing at home."

An essential core selection supports seasonal pieces, including pastel coloured performance tees in breathable fabric, and grey marl tracksuit bottoms with smooth peached finish.

Loose fit vest tops in a stripe fabric are designed to be layered over a crop tops and sports bra, and come in bright pinks and berry shades as well as classic grey and black. Hooded zip-thru jackets feature shaped cuffs to keep hands warm while running outdoors. The shower resistant jacket is super lightweight, with reflective print ideal for cyclists.

Creasey added: "We have introduced XPG by Jenni Falconer to offer our customers great value sportswear combined with feminine styling and practical features. Debenhams sports department caters to both aspiring athletes and the sporting fashionista."

The launch of XPG by Jenni Falconer is supported by a PR and marketing campaign and is merchandised in store and online with dedicated collateral and shop fit. Jenni Falconer appears in both press and store promotional campaigns.

- ENDS -

About Debenhams:
Debenhams is the second largest department store chain in the UK with a strong presence in key product categories including womenswear, menswear, childrenswear, home and health and beauty. Debenhams is. Debenhams operates 167 stores in the UK and Republic of Ireland. Debenhams also has 61 international franchise stores in 24 countries and six Magasin stores in Denmark. Debenhams’ online stores are available at www.debenhams.com and www.debenhams.ie.

Debenhams sportswear selection is made up of Nike, Adidas, Adidas 2012 Olympics, Animal, ASICS, Columbia, Helly Hansen, Pineapple, Sketchers, Roxy, Maine Golf, Fairtrade Maine5G, Puma, Raging Bull, Reebok, Berghaus, Berlei, Debenhams, Freya, Maine New England, MBT, O’Neill, Shock Absorber, Speedo, Karrimor, Mantaray, Mitre, Quiksilver and Umbro.

Debenhams reports monsters-in-law battle over wedding spotlight

Fri, 19 Aug 2011 16:16:58 GMT

Debenhams has reported that mothers-in-law have thrown out the wedding etiquette rule book, much to the annoyance of brides.

Thanks to increasing numbers of step-mothers-in-law now invited to nuptials, a new breed of thrusting, cougar-esque mothers-in-law have ripped up the first commandment for weddings; thou shalt not upstage the bride.

While the happy couples have cut back slightly on the big day to save cash, research for Debenhams has found spending by fashion savvy mums has soared to an average of £430. This is compared to five years ago when they paid out an average £190 - a 126% increase.*

By comparison the overall cost of getting married has risen by only 52% to £19,779**. This is a drop from an all-time high of £20,273 in 2008.

According to high street store Debenhams, the growth in sales has been driven by the increasing numbers of divorces and second marriages: when asked the reason for wanting to look extra special, 39% of mothers-of-the-bride or groom said they were competing with their ex-husband's new wife or girlfriend.

Alain Mehada, Debenhams Personal Shopper, said: "It seems that brides are a casualty of the sartorial battle between wives past and present.

"In their determination to make an impact, mother-in-laws are regularly ignoring the main tenants of previous decades, such as do not wear white, do not wear black and do not wear anything low-cut, tight fitting, or which is likely to gain you more attention than the bride on her big day."

Personal shoppers have dubbed it the 'Raquel effect' after Raquel Welch's famous thunder-stealing behaviour at her son's wedding.

Raquel Welch, aged 65 at the time, turned up 12 minutes late to her son Damon's wedding, wearing a skin-tight, little black dress with cutaway frontage revealing that famous décolletage, all topped off with a huge brimmed white hat and dark glasses.

Nearly 80% of women questioned said their main goal when dressing for their child's wedding was to look younger than their years, with 63% of women agreeing that an expensive looking outfit was imperative.

Women agreed that figure accentuating dresses were the most important part of the look with eye-catching hats or fascinators, expensive-looking high heels and immaculate hair and make-up following accordingly.

Debenhams looked at spending through its personal shopper service and found the average mother of the bride outfits bought by style conscious mothers for weddings cost £130, handbag £40, shoes £75 and hat £60 and £50 went on new cosmetics.

This adds a new level of competition to the already existing, but less brutal contest between the mother of the bride, and mother of the groom.

'Ladette to Lady' Social & Etiquette Expert, Liz Brewer commented: "The number one rule for mothers and stepmothers-in-law is not to do anything to draw attention away from the bride. Be as elegant as you like, but it is incredibly bad form to upstage the bride on her big day."

END

Notes to Editors:
* Figures from Debenhams’ Personal Shopper Records
** RPI figures June 2001 to June 2011

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