DEBENHAMS
1998 - 1999
Delivering credible in-store brands to compete with market leaders.
Brand awareness is an expensive business. But if others are doing the spending,
it makes sense to capitalise. During the 1990s lingerie branding underwent
a step-change with ethe launch of Wonderbra. With increasing numbers of shoppers
in Debenhams' lingerie department, we created a range of in-store brands to
compete with high-profile, high-spending manufacturer brands. Customers came
in to buy a Wonderbra, but many left with a Debenhams bra.
