Debenhams has announced the launch of its first interactive TV channel, Debenhams TV, which it hopes will draw 1.5 million views in the first week, making it one of the most watched channels in the UK virtually overnight.
The channel seeks to provide a fresh alternative to the traditional ‘browse and buy’ online shopping experience and TV already on retailer websites, and will also offer exclusive behind-the-scenes footage and interviews from photo shoots, fashion shows and launches.
The channel will have a strong lingerie focus, featuring experts from the sector, who will name their pick of products and explain how to make them work for the season. There are also plans for personal shoppers and celebrity stylists to give online workshops on how to pick outfits which make the most of your appearance when attending job interviews, weddings, parties and other special occasions.
The launch content focuses on key seasonal dilemmas, such as what bra size your wife might be, or what the perfect gift for her at Christmas is. With this, the channel seeks to attract the attention of consumers who might not be on Debenhams.com through interest generated by social media.
Debenhams online trading director Simon Forster said: "Our online TV channel is a brilliant way for our customers to get style and beauty advice, see the latest fashions and just be entertained. You can see it on our website, through our iPhone app, on YouTube and coming soon – in our stores."
Debenhams is the second largest department store chain in the UK and operates 167 stores in the UK, Republic of Ireland and Denmark.