November 05, 2019 / By mobanmarket
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Department store Debenhams is rethinking its lingerie areas for next season, to refresh the focus on function and shapewear.
Head of lingerie Susie Calvert told Drapers the department store group was taking a more functional approach to its offer to guide customers on solution dressing. A 20 store trial of the new format is already underway.
Calvert further said: “we are using the same amount of space, between 800sq ft and 1000sq ft, but will have separate sections according to function. There are areas for smooth-look, cleavage-enhancing and everyday pieces, and also areas selling more glamorous designs and a fuller bust shop.”
The move is mirroring a trend in lingerie toward smoother silhouettes. The strategy will also mean Debenhams’ branded offer, including the likes of Triumph and Lepel, will be mixed into the different areas rather than selling from a dedicated space. Its own-label Red Herring lingerie is also relaunching with reduced entry price points.
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