Live brand experience: Debenhams showcases new range of designer clothing

Date: 15/02/2011

Debenhams is offering customers a live brand experience as it showcases its new range of designer clothing, called Edition.

The department store has opened a "pop-up" shop in Newburgh Street, near Carnaby Street in London's West End to show new designs by Jonathan Saunders, Jonathan Kelsey and Preen.

Debenhams' brand experience will give visitors to the store the chance to see the new collection and embrace the direction the clothing line is aimed in.

The store is aiming the line towards the younger market, so the brand experience is available in London's "trendy" areas

Nick Webb, who worked on creating the brand experience, told Property Week: "We had a wide remit for the Edition pop-up store that included similarly young and trendy locations like Covent Garden and Marylebone High Street.

"Shaftesbury embraced the Edition concept as it neatly fitted in with the Carnaby Street brand and target demographic, whilst providing a new and exciting concept that adds to the buzz of the Newburgh Quarter."

Last week, Marketing Week reported that live shows are the "ultimate brand experience", as simple shows offer visitors the chance to immerse themselves in an idea.

Posted by Jo Morgan ADNFCR-2060-ID-800405078-ADNFCR