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This unique mix of premium brands at affordable prices enables them to satisfy existing customers and attract new customers.
Compared to other major UK department stores, the product offer at Debenhams focuses primarily on fashion, which usually generates comparatively higher margins than other product categories. At present, womenswear, menswear and homewares comprise the largest part of its offer while children’s clothing, lingerie, fashion accessories and health & beauty products are also becoming an increasingly important part of the business.
The company’s sales mix has become more skewed to apparel in recent years with womenswear and menswear accounting for 27% and 18% of total gross transaction value in 2004 respectively...
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