DEBENHAMS

International
INDUCTION Day One

Contents
Session 1 Session2 Session 3 Session 4 Session 5 Session 6 Session 7 Session 8 Welcome to Debenhams Welcome to My World Debenhams in the UK Your Store Working as a team Debenhams Brands Product Information Store Layout

A Brief History of Debenhams

Started in 1778 by William Franks who opened a small store in Wigmore Street, London, selling dress fabrics, ribbons and accessories ( gloves etc) Our International Office is still just around the corner on Wimpole Street, London. William Debenham joined the company and eventually took over the business. He lived in a house at 1 Welbeck Street, London. Our Head Office address is still 1 Welbeck Street although the old building was replaced with a modern office block in the 1950s. By 1900 Debenhams had export offices all over the world from South America to the Far East sending goods from around the world to their stores in the United Kingdom. Today all products are now sourced by a London based Buying Team.

Debenhams in the UK
UK based department store with its Head Office in Central London 152 Stores across the UK Stores range in size from 2,000 m2 and 204,000 m2 Our largest store is on Oxford Street, London, the busiest shopping street in the UK Debenhams (UK) employs 22,500.people Debenhams is a brand driven business based around exclusive Debenhams brands. ( see Section 3 - Working with Debenhams Brands).

Debenhams International
EUROPE Reykjavik Prague Bucharest Oradea Cluj Constanta Moldova Iceland Czech Republic Romania Romania Romania Romania MIDDLE EAST Jeddah Riyadh Dharhan Mecca Medina Amman Doha Bahrain Dubai Abu Dhabi Kuwait Sharjah Tehran Saudi Arabia Saudi Arabia Saudi Arabia Saudi Arabia Saudi Arabia Jordan Qatar UAE UAE UAE Iran

MEDITERANEAN Cyprus Istanbul Turkey FAR EAST / ASIA Jakarta Manila Kuala Lumpur New Delhi Mumbai Indonesia Philippines Malaysia

Your Store
Will be square metres Will have ..floors Will have the following Debenhams Brands Will have the following Designers @ Debenhams Your main competition will be.?

Your Store Team is.

Brand Manager.. Store Manager Sales Managers.. Visual Manager.. Operations Manager

Local Competition

Making our store the best?

What will your customers expect?

Great People Work as a Team

Debenhams Brands
All Debenhams products are sold under a range of brand names that are exclusive to Debenhams. Debenhams employs its own design team to create those products Debenhams works with several famous UK Fashion Designers to create the exclusive Designers at Debenhams range

Brand Family Tree

BRAND NAME FORMAL CASUAL

Special Occassion

Business

Leisure

Sport

Gender Age Styles/Designs Price Sizes Fabrics Colours

Debenhams Brands are designed to reflect distinct groups, price ranges and customer profiles All Debenhams Brands fit under one of the following Core (Good) Basic Styling Limited detail Entry Prices Essential Pieces Quality Fabrics Fashion (Better) Trend Styling Detail Features Mid Range Prices Must Have Pieces High quality fabric Designers (Best) Design Features Designer Handwriting Higher Prices Unique Pieces Luxury Fabrics

The Brands are

Core Collection Maine Debut Thomas Nash Babbleboom Tiger Lily Presence Gorgeous Fashion Red Herring Pineapple Denim Brands Ben Sherman Mantaray Designer Jasper Conran Star by J MacDonald Betty Jackson Black J Jeans (Jasper Conran) Rocha. John Rocha St George by Duffer Janet Reger

Designers at Debenhams in your store

Your store will stock the following Designers at Debenhams in.

Mens Womens Childrens

Designers at Debenhams Key words

Star by Julien MacDonald Jasper Conran Casual and occasion wear Statement Pieces Smart essentials Formal wear Smart Casual Smart Formal Sparkle, glamour Hollywood Dressing - up Luxury fabrics Fit /Styling Detail Denim & Detail Embellishment Contemporary Styling Strong use of colour Casual Co-ordinates Natural Fabrics Relaxed Dressing Embroidery detail Colour Bold Prints Embellishment

J-Jeans Betty Jackson Black Rocha. John Rocha

Butterfly by Matthew Williamson

Statement pieces

Every Debenhams product has a price label with a barcode

Department Number Deb Number

Size

Colour & Colour code

Price

Bar Code & SKU Number

Garment Care Labels

These tell the customer How to wash it How to iron it Tumble drying temperatures Dry cleaning Fabric Content

Laying out Your Store