Debenhams Interactive TV Launch

Geny Caloisi

Debenhams is launching today its first ever interactive TV channel (October 25th), Debenhams TV. The channel will provide a fresh alternative to the traditional ‘browse and buy’ online shopping experience and TV already on the retailer’s website. It will also offer exclusive behind-the-scenes footage and interviews from photo shoots, fashion shows and launches.

Whilst Debenhams TV is initially available on there are plans to stream it live in store in the very near future. Online it expects to attract an estimated 1.5 million views in its first week (which would actually make it one of the most watched channels in the UK).

The stars at Debenhams TV, will be experts from womenswear, lingerie, menswear and accessories naming their pick of products and how to make these work for the season. There will also be interviews with top designers such as Ben de Lisi, Henry Holland and Matthew Williamson.

In the near future, personal shoppers and celebrity stylists will be featured giving online workshops on ‘how to pick outfits’ for different occasions.

The channel aims to attract the attention of consumers that might not be on It will not just focus on the ‘shopping specialists’, i.e. women, but it will also have ‘how to’ guides with key dilemmas of the festive season, such as ‘what bra size your wife might be’ – I hope they will have webcams able to capture hand gestures.

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.

Customers can purchase any product that takes their fancy at the click of a mouse, buy taking advantage of the click-to-buy feature as they watch.

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