By Claire West
Debenhams today announced the launch of its first ever interactive TV channel —named Debenhams TV — which it expects will become the destination for shoppers and online browsers looking for easy to digest, friendly style and shopping advice and purchases.
The new station is 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, giving Adrian Chiles and Christine Bleakley a run for their money.
The channel will 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. 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 focuses 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 useful ‘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.
Said Debenhams Online Trading Director, Simon Forster: “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 have interviews with top designers such as Ben de Lisi, Henry Holland and Matthew Williamson, plus fashion advice from top industry experts.
Menswear shows feature exclusive footage from the launch of Debenhams latest brand, FFP. Take a peek as British boxers Kevin Mitchell and Frankie Gavin, the faces of the brand guide customers through their favourite pieces and talk about their boxing victories.
The beauty channel includes easy to replicate, step-by-step make up lessons from industry experts, plus a detailed guide on what to buy to get the look.
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 to launch, with plans to stream live in store in the future.