Debenhams launches branded online TV channel

Debenhams has launched an online television channel to boost its e-commerce business with video content.

The department store chain claims that Debenhams TV will “solve every shopping nightmare” with “easy to digest, friendly style and shopping advice”.

It will offer exclusive behind-the-scenes footage and interviews from photo shoots, fashion shows and interviews with designers such as Ben de Lisi, Henry Holland and Matthew Williamson.

Debenhams in-house specialists in womenswear, lingerie, menswear and accessories will also offer style and fashion advice.

Debenhams expects the channel to attract 1.5m views in the first week.

Customers can purchase any featured product by clicking the video content.

Content will be available on Debenhams.com and via social media channels and later will be streamed live in stores.

Debenhams TV was created by Adjust Your Set, which also developed M&S TV.

The department store chain launched its first iPhone app earlier this month.

Simon Forster, Debenhams online trading director says: “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”

Last week the department store chain launched a new fashion concept called Edition.

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