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Principles is Debenhams’ most successful launch

UK retailer Debenhams’ unprecedented marketing campaign featuring disabled models has proved so successful it will consider rolling it out to more stores this summer.

The retailer featured disabled models in its window campaigns for the relaunch of the Principles by Ben de Lisi range last month and plans to shoot another campaign in July.

According to CEO Rob Templeman, the Principles range has been the company’s most successful launch to date. The brand helped Debenhams deliver a better-than-forecast first-half trading update, where like-for-like sales rose 0.3 percent in the 26 weeks to 27 February.

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(Source: Retail Week)