Day 1 Induction

7/27/2019 Day 1 Induction

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DEBENHAMS

InternationalINDUCTION

Day One


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Contents Session 1 Welcome to Debenhams

Session2 Welcome to My World

Session 3 Debenhams in the UK

Session 4 Your Store

Session 5 Working as a team

Session 6 Debenhams Brands

Session 7 Product Information

Session 8 Store Layout


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A Brief History of Debenhams

Started in 1778 by William Franks

who opened a small store in Wigmore Street,London, selling dress fabrics, ribbons andaccessories ( gloves etc)

Our International Office is still just aroundthe corner on Wimpole Street, London.

William Debenham joined the company andeventually took over the business. He lived ina house at 1 Welbeck Street, London.

Our Head Office address is still 1 WelbeckStreet although the old building was replaced

with a modern office block in the 1950s.

By 1900 Debenhams had export offices allover the world from South America to theFar East sending goods from around the

world to their stores in the United Kingdom.Today all products are now sourced by a

London based Buying Team.


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Debenhams International

EUROPE

Reykjavik IcelandPrague Czech RepublicBucharest RomaniaOradea RomaniaCluj Romania

Constanta RomaniaMoldova

MEDITERANEAN

CyprusIstanbul Turkey

FAR EAST / ASIA

Jakarta IndonesiaManila PhilippinesKuala Lumpur MalaysiaNew DelhiMumbai

MIDDLE EAST

Jeddah Saudi ArabiaRiyadh Saudi ArabiaDharhan Saudi ArabiaMecca Saudi ArabiaMedina Saudi ArabiaAmman JordanDoha QatarBahrainDubai UAEAbu Dhabi UAEKuwait

Sharjah UAETehran Iran


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Your Store

Will be square metres Will have ..floors

Will have the following Debenhams Brands Will have the following Designers @

Debenhams

Your main competition will be.?


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Your Store Team is.

Brand Manager..

Store Manager

Sales Managers..

Visual Manager..

Operations Manager


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Local Competition


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Making our store the best?

What will your customersexpect?


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Great People Work as a Team


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Debenhams Brands

All Debenhams products are sold under arange of brand names that are exclusive toDebenhams.

Debenhams employs its own design teamto create those products

Debenhams works with several famous UKFashion Designers to create the exclusive

Designers at Debenhams range


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Brand Family Tree

Special Occassion Business

FORMAL

Gender

Age

Styles/Designs

Price

Sizes

Fabrics

Colours

Leisure Sport

CASUAL

BRAND NAME


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Debenhams Brands are designed to reflect distinct groups,

price ranges and customer profilesAll Debenhams Brands fit under one of the following

Core(Good) Fashion(Better)

Designers(Best)

Basic Styling

Limited detail

Entry Prices

Essential Pieces

Quality Fabrics

Trend Styling

Detail Features

Mid Range Prices

Must Have Pieces

High quality fabric

Design Features

Designer Handwriting

Higher Prices

Unique Pieces

Luxury Fabrics


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The Brands are

Core Fashion Designer

CollectionMaineDebut

Thomas NashBabbleboom

Tiger LilyPresenceGorgeous

Red HerringPineapple

Denim BrandsBen Sherman

Mantaray

Jasper ConranStar by J MacDonald

Betty Jackson BlackJ Jeans (Jasper Conran)

Rocha. John Rocha

St George by DufferJanet Reger


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Designers at Debenhams in

your store

Your store will stock the following Designers at Debenhamsin.

Mens

Womens

Childrens


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Designers at Debenhams

Key words

Star by Julien

MacDonald

Casual and occasion wear

Statement Pieces

Sparkle, glamour

Hollywood

Dressing - up

Jasper Conran Smart essentials

Formal wear

Luxury fabrics

Fit /Styling

Detail

J-Jeans Smart CasualDenim & Detail

Embellishment

Betty Jackson -

Black

Smart Formal Contemporary Styling

Strong use of colour

Rocha. John Rocha Casual Co-ordinatesNatural Fabrics

Relaxed Dressing

Embroidery detail

Butterfly by MatthewWilliamson Statement pieces

ColourBold Prints

Embellishment


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Every Debenhams product has a

price label with a barcodeDepartment

Number

Size

PriceBar Code & SKU

Number

Colour & Colourcode

DebNumber


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Garment Care LabelsThese tell the customer

How to wash it

How to iron it

Tumble drying temperatures

Dry cleaning

Fabric Content


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Laying out Your Store

Day 1 Induction

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