RE: Debenhams Middle East - Analysts Call19 Sep 2023 19:07
2/2
Question
Tony Shiret (Analysts)
And in terms of the 10.8% marketing spend, what would that figure look like for Debenhams?
Answer
John Lyttle (Executives)
We -- well, we don't break down our brands by marketing spend, but we have different spends depending on brand and depending on region in terms of this what I would say. So some of our more mature brands in the U.K. have got our lowest marketing spend as an example, and some of our newer brands have got higher percentages. And equally, if we go into the U.S. or go into Europe, the percentages tend to be a little bit higher. So clearly, we see the opportunity as well, I would say, in Debenhams, and we'll be making sure we get behind that opportunity.
Answer
Carol Kane (Executives)
Yes. Just to add on to John on the Debenhams question. We have actually already just launched TV campaign, which is our bigger, better, bolder campaign, which is -- it's about relaunching and actually telling the consumer that Debenhams is still here. It hasn't gone away. It is a pure play, is online. But we have done quite a lot in terms of inventory with our partners. We have just landed some of the big premium brands, which Shaun said earlier, which is really, really helping drive that positioning of Debenhams becoming more premium than I think it was when it was on the high street.
Certainly, if you looked at the store -- the online shop today, you will be able to see that it's actually getting a much more premium feel than the old Debenhams that we used to know. So there is quite a lot of marketing going on in the background. And I think when we get all our new partners on board, it's just -- that is going to turbo that growth.
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