To reposition Debenhams as a brand renowned for style and good design, moving away from its previous discount based strategy, while also communicating the accessibility of the stores around the UK. Debenhams wanted to showcase their product range more fully, with female fashion as the focus but also including menswear, family and home wear. At the same time they wanted to continue to develop and support their successful accessible designer ranges including John Rocher, Betty Barclay, John Richmond, Jasper Conran, Matthew Williamson and Julian MacDonald.

Debenhams wanted to showcase their product range more fully, with female fashion being the main focus.

Guardian News and Media created content, partnerships and creative executions that communicated the ease and enjoyment of shopping at Debenhams while showcasing the credible and stylish designer ranges available in store to reposition the brand perception amongst their audience. Sponsorship of the Observer Woman 'shop' pages positioned Debenhams at the heart of stylish shopping while also showcasing Debenhams products and offering readers practical advice to encourage readers to visit in store. Directional photo shoots also ran to co-inside with key Debenhams seasons.

Our approach was to maintain a stylish air to the chosen activity, whilst demonstrating how to achieve seasonable trends in an accessible way with Debenhams.