Debenhams Chocolate Animal Print Dress Help Profits

A £60 Chocolate animal print one shoulder dress helped Debenhams lift the gloom on the high street as the department store surprised the city by announcing a 10% jump in profits.

The  Chocolate animal print one shoulder dress designed by Julien McDonald who features as one of the “Designers at Debenhams”  sold out even before the dress had been officially launched.

The reason behind the dresses success is that the dress itself , an ideal going out dress is, at £60 a much cheaper alternative to those other similiar fashion dresses worn by the stars  recently at red carpet events in Hollywood, Cannes and London.

Michael Sharpe, Deputy Chief Executive of Debenhams declared that the shops own label designers were proving very popular during the downturn. Regarding the Julien McDonald designed dress, He said “We’ve never seen a reaction like this before. Again, we are putting this and the success of our designer ranges down to the ‘recessionista’ effect.”

The strategy of Debenhams recently has been to bolster it own brand or in house labels such as its “Designer at Debenhams” branding which feature for example the likes of Jasper Conran and Jeff Banks as well as the afore mentioned Julien McDonald, at the expense of concessions in store. This was further underlined earlier in the year after the department store bought the Principles and the Mosiac fashion brands after it went into administration in February 2009.

Debenhams are the latest store on the high street to report better than expected results after discount clothes retailers Primark and Peacocks posted encouraging results.

However as for green shoots of recovery, they seem still to be a long way off after the latest victim came to light with the announcement that Bay Trading company was to enter a voluntary administration arrangement.

Similar Posts:

• Designers at Debenhams Sales
• Current Special Offers
• Animal Magic – Stylish Animal Print Dresses
• Lipsy OMG!
• Body Con Dresses feature With Herve Leger Again