Debenhams reveals formula for perfect pair of 'drop-a-dress size' shoes

Debenhams has announced its formula for how to drop a dress size in seconds. According to the retailer, if chosen carefully, a mere pair of shoes can have a dramatic slimming effect on the wearer - creating the illusion of having dropped a dress size.

The slimming effect is so apparent that, when asked to guess the dress size of the same woman in two images, people shown the image of her wearing the slimming shoes gave an average of one dress size smaller than those shown a picture of her without the magic shoes on.

Debenhams technologists created the formula when they noticed an onslaught of celebrity women, including Kate Middleton, Victoria Beckham and most recently Ed Miliband's wife Justine wearing similar nude high heels.

The formula for the perfect pair of slimming shoes is as follows: (colour + platform + height + heel width) - ankle strap = slimming, or as it is written in short-hand: (C + P + H + HW) - AS = S.

For those wanting to look slimmer in their dresses, they must first choose a nude coloured shoe which matches their skin tone. This works as an extension of the leg. Platforms should be concealed and should have at least a centimetre in depth to ensure maximum lengthening.

Heel height is critical and it is advised that women choose three-inch or higher heels. This provides added height and instantly gives a slimming effect. Heel width should also be considered. Thick heels draw the eye and break the illusion, so stiletto heels are recommended.

The final aspect of the formula is ankle straps. According to the formula, ankle straps should be avoided at all costs as they cut the leg short, making them look shorter and wider.

The formula combines a combination of tricks that give the impression of lengthened legs and tighter thighs while encouraging the torso to be pushed out, in turn flattening the stomach.

In response to the slimming formula, Natelle Baddeley, head of accessories for Debenhams, said: "It seems that performing magic tricks is no longer reserved for the likes of Dynamo and David Blaine.

“If followed to the letter, this formula gives women the chance to walk in the shoes of the famous tricksters of our time - creating a slimmer silhouette in an instant."

Natelle Baddeley continued: "This is a diet in a shoe. Once you have found the perfect pair all you need to do is slip on your shoes to instantly transform your silhouette. It's the perfect party cheat."

High profilers who currently benefit from this sneaky cheat are A-listers such as Beyonce Knowles, Victoria Beckham, Alesha Dixon, Jessie J and Sarah Jessica Parker.

Debenhams' Fashion Dictionary gets an update

Debenhams has added new words to a fashion dictionary it gives to personal shoppers, due to an influx of new terms that have emerged from the fashion press.

Whilst newly made up words such as 'shooties' and 'jeather' are instantly understood by clothing industry insiders, terms from last year's dictionary such as 'jardigan' and 'tregging' are now only understood by shoppers thanks to the dictionary says the store.

So mainstream are these unusual ways of describing clothing that even the Oxford English Dictionary has been forced to include terms from the Debenhams fashion dictionary such as 'jegging' and 'mankini' for 2011.

Said Debenhams spokesperson Ed Watson: "The addition of 'jeggings' and 'mankini' to the Oxford English Dictionary shows our glossary informed the masses and we now need to take it upon ourselves to create clarification once more".

"We are still aiming to strip away as much of this new language as possible and use plain English to describe everything we sell."

New fashion phrases added to the dictionary include mangrow (baby grow for men); shinos (short/chinos); trogues (trainer/brogues); jorts (jean/shorts); athleisure (clothes to take you from work to the gym); spants (skirt/pants); swacket (sweater/jacket) and glittens (mittens that roll back to reveal gloved fingers).

Debenhams' Ed Watson said: "We believe these words are only properly understood by approximately five per cent of the population - yet they are commonly used throughout the fashion industry.

"It’s virtually a secret language, designed solely for fashion experts and people who read fashion magazines on a daily basis.

"Debenhams decided to produce the dictionary so that every shopper, both fashion expert and non-expert alike, can shop easily and clearly in all of our stores. Debenhams is encouraging the fashion industry to use existing English words to describe garments rather than these made up amalgamations."

Watson continued: "Ideally we would like to drop all these amalgamations, but our hands are tied due to the terms being used on search engines. We are committed to keeping their use to a minimum. Hopefully the dictionary will go some way to cleaning up the confusion.

"It is now easier to understand complex calculus than some of the words commonly used by commentators within the fashion industry to describe garments."

Marie Clair, spokesperson for Plain English Campaign said: "The world of fashion is reliant on these changing trends, which are often based on little more than classic foundations with clever twists.  These latest words are just existing, familiar words that have been cut and stitched to make nothing more than the 'Emperor's new clothes'". 

The New Debenhams 2011 Fashion dictionary will be out this week.

New first for Debenhams. It is first high street retailer with complete mobile package

Debenhams has announced the launch of its new mobile-enabled site, allowing customers to access the website and shop on their mobiles, as and when they need, becoming the first on the high street to offer a complete mobile package across all mobile technologies.

This follows a clear demand from customers with traffic from the Debenhams website accessed from mobile phones increasing by a massive 225% from August 2011 compared to the same time last year.

Complementing the existing Debenhams app on the iPhone, Android and Nokia as well as an iPhone app for the Beauty Club loyalty scheme, the new Debenhams mobile site means that Debenhams is now fully mobile - with a mobile offering suitable for every handset available on the market and the first high street retailer to offer a complete range of mobile offerings - combining mobile apps and a designated mobile site.

The Debenhams mobile site was developed entirely in house and offers the full functionality of the website including store locations and opening hours when on the move. Customers can also watch Debenhams TV through YouTube as well as become a fan on Facebook through the mobile site.

Simon Forster, director for Debenhams.com said: "Mobile continues to form a large part of our digital strategy, as an area which shows no sign of slowing down. We have seen a clear demand for shopping on the go. The addition of the m-site to our mobile offering means that no customer is excluded."

Debenhams is also championing new technology linked to smartphones, with the addition of initiatives such as Aurasma, bringing together TV and print media, and virtual shopping with the integration of QR codes into smaller stores in order to extend the range on offer. 

In the first six months, the Debenhams iPhone app has been downloaded over 500,000 times and has taken over £1million in sales.

FACTFILE::
Debenhams is a leading department stores group with a total of 167 stores in the UK, Republic of Ireland and Denmark.

It offers a wide range of products across menswear, women's clothes including dresses and skirts, childrenswear, lingerie, accessories, health and beauty, homeware and gifts.

Trading from over 12 million square feet of space, Debenhams employs nearly 29,000 people. In addition, it has 61 international franchise stores in 24 countries around the world.

Debenhams customer offer encompasses a unique combination of own brands, international brands and concession brands. Own brands comprise own label brands - such as Red Herring, Mantaray, Maine New England, Debut and Bluezoo.

Designers at Debenhams, an exclusive portfolio of diffusion brands from internationally known fashion designers includes lines from Jeff Banks, Jasper Conran, John Rocha, Henry Holland, Betty Jackson, Julien Macdonald, John Rocha, Ben de Lisi, Erickson Beamon, Lisa Stickley, Eric Van Peterson and Matthew Williamson. Ranges from Jonathan Saunders, Jonathan Kelsey, Roksanda Ilincic and Preen are also available in the newly introduced Edition boutique in selected stores.

Debenhams has unveiled a new multi-million pound marketing campaign for Autumn/Winter 2011

Starring designers Julien Macdonald, Ben de Lisi, John Rocha and for the first time, Henry Holland, the autumn campaign follows the successful spring launch of Debenhams' first brand campaign for four years.

Richard Cristofoli, Marketing Director at Debenhams pointed out: "The spring campaign was successful - dresses featured in the advert saw sales double and our Reger by Janet Reger lingerie sales increased by 300%.

"Furthermore, the spring campaign was vital in reminding customers about the unique relationship Debenhams has with some of the biggest names in fashion. We've learnt from the spring ad and autumn represents the first significant evolution for the campaign."

Now under the banner 'Life Made Fabulous', Debenhams has developed the concept further and is confident of a positive response to match if not exceed, the previous season.

Each advert opens with a designer in their studio, adding the finishing touches to a garment. The transition moment is a close up of the product before the scene shifts to the same item being worn and enjoyed in real life situations.

All adverts feature the campaign strap line 'Life Made Fabulous with Designers at Debenhams', with the voice of the campaign coming from Billie Piper of 'Belle du Jour' fame.  

Richard continued: "Featuring big name designers that have been working with us for over ten years as well as some of the new additions like Henry Holland, this campaign tells the story of a Designer at Debenhams garment in an upbeat and beautifully shot series of adverts.

"We have secured some fantastic prime-time slots to launch the campaign, including Emmerdale and the X Factor and are excited to see the reaction from our customers."

The new backing track for the campaign is 'This is the Life' by Northern Irish indie rock band Two Door Cinema Club. The band's name came about after member Sam Halliday mispronounced the name of the local cinema, Tudor Cinema, and it stuck.

The ads will launch during Emmerdale and will feature Julien Macdonald, Ben de Lisi, John Rocha and, for the first time, Henry Holland.

In addition, Debenhams' biggest selling exclusive non-designer range Red Herring will also be featured in an advert showcasing some of the brand's most popular young fashion.

The full 40 second adverts will also run during the coveted X Factor showing following the launch.

Also supported digitally through Debenhams.com and Debenhams TV, the campaign is enhanced with exclusive interactive material such as interviews with each designer, top picks and social media activity, taking a look at how the designers work to create their collections in store each season.

Debenhams to launch limited edition bridesmaid dress

Debenhams has announced  it will be retailing a limited edition version of Pippa Middleton's bridesmaid gown in stores later this year after being inundated by demands from customers.

So great is the anticipated demand it has has taken the unusual step of creating a 'lady-in-waiting list' to allow customers to reserve the departments store's homage to Pippa Middleton’s iconic figure-hugging bridesmaid gown.

And for fans of Pippa’s style the retailer will also be selling a version of the emerald green evening gown that Kate’s sister wore to the evening 'do'.

In addition a black lace sweetheart frock and a flower girl dress, all inspired by Kate Middleton and her breath-taking bridal party will go into stores later this year as well.

Russell Fish, Head of Occcassionwear Design at Debenhams commented: "Like everyone we were glued to our tellies for the wedding and have been huge Kate and Pippa fans ever since.

"We've taken the best of the dresses and added our designer twist. Now you can get the Middletons' look at High Street prices."

Debenhams' slender ivory gown is a slinky, cowl neck number with a button-back detail and elegant cap sleeves. 

An ivory flower girl dress will also launch in store to sit alongside the sleek adult gown. Featuring a delicate lace trim, puff sleeves and a pale gold sash tied in a sumptuous bow at the back, with retail prices varying depending on age.

An emerald green evening gown, with embellished neck detail and a full, floor length skirt perfect for dancing is the final gown which will hit Debenhams stores this autumn.

Debenhams is also launching a black mid-length evening gown, inspired by the dress worn by the Duchess of Cambridge on her wedding day. Featuring intricate lace detail and trim, the full-skirted prom dress is a classic take on this timeless style women everywhere want to emulate since the royal wedding.

Alain Mehada, Chief Personal Shopper, Debenhams Oxford Street added: "Both men and women everywhere were instantly talking about Pippa, so naturally brides-to-be will want to emulate her classic look, both for themselves or their bridesmaids.

"We have been inundated by customers asking if we have anything similar to the dresses worn by Kate, Pippa and the flower girls, but the ivory dress worn by Pippa is the most requested by far."

Sales boffins at the retailer predict that these dresses will follow in the footsteps of a Star by Julien Macdonald dress that sold out before even reaching stores after fashionistas heralded the design as the look of the season a couple of years ago.

To find out as soon as the Bridesmaid dresses are available, customers can send their details through to ladyinwaitinglist@debenhams.com.

Debenhams has revealed new research which suggests the female foot is getting bigger across the UK

With sales soaring, demand for size nine shoes has sparked a massive 80% increase in stocks at the department store.   

But despite the growing trend, 82% of size eight and nine customers say they are ashamed of their shoe size, ironically most blokes in the UK are a size nine.

Merchandisers at the department store thought something was afoot when it was revealed that 67% of all size nines sold, are bought online as opposed to in store.

Carie Barkhuizen, Debenhams Spokesperson, said: "Buying shoes online can be a tricky feat which is why we decided to ask women why they were shopping behind closed doors. We were surprised to learn a case of cold feet was behind it all.

"It's even more surprising when you consider the host of celebrity women like Michelle Obama and Nicole Kidman proudly stepping out on their larger paws."

When asked to identify what part of shopping for shoes in store they found particularly uncomfortable, 64% said it was asking the shop assistant for their size and 36% said they hated taking their shoes off in public.

The survey also revealed that 47% of women had lied to their partners and friends about their shoe size.

To help combat this embarrassment, Debenhams has instructed stores to put more size eight and nine stock out on the shop floor for women to help themselves to. 

Women needn't feel alone however, the average female shoe size has increased by one and a half sizes over the last 10 years; from four and a half in 1990 to a size six in 2011, and larger sizes are increasingly in demand.

The change is attributed to women's feet becoming broader rather than longer which experts believe may be due to an increase in average body weight as women grow taller.

Demand for size nines was highest in Dublin, followed by London, Birmingham, Glasgow and Newcastle.

Carie Barkhuizen continued: "If the current trend continues, then we will start stocking women's shoes in size ten and eleven too.

"Shoes with high heels, such as stilettos in larger sizes, have to be made much stronger with sturdier load bearing points, able to cope with greater levels of stress and wear.

"The materials and techniques now available means that the majority of shoes can made strong and comfortable enough in larger sizes which would have been unimaginable just ten years ago." 

Celebrity women with larger feet include; Nicole Kidman (size 9), Jerry Hall (8), Paris Hilton (9), Michelle Obama (9), Kate Winslet (9) and Geena Davis (9.5).

Debenhams launches 'Boob Job in a Bra'

Debenhams has announced the launch of what it describes as the ultimate cleavage bra, aiming to boost women's assets and give the biggest cleavage boost on the high street.

Women will be rushing to get their hands on the new Triple Boost Bra which is a short-cut to a bigger, better cleavage. Available in a range of colours, Debenhams is predicting the bra will be an instant hit following its launch in store.

Sharon Webb, Debenhams Head of Lingerie Buying and Design commented: "More and more women are searching for a quick fix, low cost way to boost their assets and change their shape.

"We are constantly seeing a demand for new and innovative solutions lingerie, and the market has shown that people are wanting to enhance their bust, but without the weight, cost or pain of surgery."

The technology behind the bra is as simple as three steps to the perfect cleavage, and has taken two years to perfect.

The push up bra works using clever cleavage technology. Three separate foam pads in varying densities are pushed in different directions, resulting in a maximum impact cleavage and shape. There are three different sections in the cup to create the effect: a soft foam cushioned pad enhances the shape of the bust; a medium foam cushioned pad lifts the bust and finally, a firm cushioned pad adds the mega push and lift.

Sharon Webb continues: "It wasn't as simple as putting extra padding into an ordinary bra or revamping a double cup boost bra. It's basically a boob-job in a bra."

The bra is the first of its kind, as no other high street retailer has developed a three-step cup to create such a dramatic cleavage.

The triple boost bra is available in sizes 30A - 38DD.

Debenhams to sponsor Miss Ireland Beauty Pageant 2011

Debenhams has announced it will be a sponsor of the official Miss Ireland Beauty Pageant 2011, as this year's title fashion sponsor. As the leading department store in Ireland, Debenhams will be dressing and styling all the 30 contestants from around the country throughout their pageant journey.

Karen Nason spokeswoman for Debenhams Ireland said: "Debenhams is delighted to be involved in this year’s Miss Ireland event. It celebrates our country's beautiful women and the winner has the opportunity to represent Ireland in the Miss World Beauty Pageant held in London this October. We are delighted to help them on their path to success and be involved with what could be a life changing experience."

Debenhams is an iconic department store group, established well over 200 years ago. Debenhams has a strong presence in Ireland. It has over 11 stores in Republic of Ireland and a further 5 in Northern Ireland. Debenhams products are available online at www.debenhams.ie and key product categories include womenswear, mens clothes, childrenswear, home, health and beauty and offers.

Its customers enjoy a unique and differentiated mix of exclusive own bought fashion brands including Designers at Debenhams, international brands and concessions.

Designers at Debenhams include the likes of Ted Baker, Jeff Banks, Jasper Conran, Erickson Beamon, FrostFrench, Henry Holland, Roksanda Ilincic, Betty Jackson, Jonathan Kelsey, Ben de Lisi, Julien Macdonald, Melissa Odabash, Jane Packer, Pearce Fionda, Preen, Janet Reger, John Rocha, Jonathan Saunders, Lisa Stickley, Eric Van Peterson and Matthew Williamson.

Bra-illiant! Debenhams launches lightest ever bra

Debenhams has launched its lightest ever t-shirt bra, weighing 48g, as the answer to the perfect everyday bra.

Debenhams head of lingerie buying and design, Sharon Webb said: "Many women find the search for a bra that fits, flatters, is comfortable and functional, is as hard as finding the right man.

"Our research showed that many traditional t-shirt bras were quite heavy due to their dense foam structure, which is required to give an invisible fit."

Over 90% of women in wearer trials agreed that the bra felt like a second skin.

Back specialist Dr David W. Evans commented: "Since half of the population will at some point probably wear a bra, it is important they will help more than they hinder.

"A properly fitted, well-designed bra, made of light materials that do not restrict movement, is likely to help women stay active, which is the best way to recover from back pain."

The light as air t-shirt bra has no bulk, and moulds to the body, feeling noticeably lighter than any other bra.

Debenhams Sharon Webb continued: "This is an everyday t-shirt bra, designed to be seam-free under clothes. It has bonded straps and bagged out wings for a luxury finish and added comfort.

"It's a weight off our shoulders. We are confident that once women try this bra, they will never wear another t-shirt bra again - it really is unbelievably comfortable."

Always looking for ways to make women feel more comfortable and confident, the team at Debenhams developed the bra to give a barely-there feel, whilst the light weight foam cup gives a smooth and round shape.

The light as air bra weighs 48g while other popular bra styles such as the regular t-shirt bra weigh 58g, a push up bra weighs in at 92g and a gel push up bra weighs around 235g.