Riotous florals, soft pastels, and bright shades of lemon yellow, bright pink, and bright orange announce the joys of summer with the Spring/Summer Collection of British retailer Debenhams.
I know what you’re thinking: “Florals? In Spring? Groundbreaking,” says everyone’s inner Miranda Priestley with a touch of sarcasm.
But then, we don’t think the century-old British brand aims to shake up the system.
“Our core market is between 30-50, I’d say. But even those customers, I think, like having a nod to trends. But they’re not comfortable with being totally showy, about being all-out fashionista,” said Lou Rulloda, Head of Merchandising and Marketing for Debenhams in the Philippines.
The retailer was founded in the 1700s in London. While it has changed focus several times (it once sold mourning goods), there’s still a connection with the goods today with the items of yesteryear: “There’s something inherently British about the clothes. I think it’s a bit more whimsical. There’s more quirkiness to it,” said Ms. Rulloda.
It was announced in The Telegraph in 2016 that the brand would focus less on clothing and more on beauty, gifts and accessories.
This should probably explain why lamps and picture frames, among other home accessories, were featured in the launch last week in Makati City.
According to Ms. Rulloda, we haven’t heard so much about these lovely animal-shaped lamps and other baubles because they’re only available in their Glorietta store. And can you imagine: some of the designers present in Debenhams’ Spring/Summer 2018 collection include Jasper Conran (who designed some accessories and home goods for the retailer), building on a strategy of tapping high-end designers for items priced at High Street rates.
A statement from Debehnams in 2013 said that it plans to open 150 stores within five years, meaning that the deadline is this year. In 2017, however, it was announced in the Financial Times that the retailer planned to close 10 stores within the UK and to leave some international markets. Don’t worry, avid Debenhams shoppers, the Philippine arm is safe.
“We just renewed the contract with them last year,” said Ms. Rulloda. — Joseph L. Garcia

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