Bosses hit fashion snooze button too long

DEBENHAMS’ troubles will not surprise many. Retail is undergoing profound change and trading conditions are tough.

Chief executive Sergio Bucher has already admitted their Christmas product was not good enough.

Historically Debenhams had a loyal customer base which flocked to buy its “designers at” ranges. But many of the big names that initially drew in customers are no longer fashion’s hottest tickets.

The announcement Debenhams was ending its collaborations with Jeff Banks and John Rocha came too late.

The failure to refresh this area of the business has contributed to its downfall. New names such as Preen and Henry Holland and a new collaboration with hot British design talent Richard Quinn could sadly prove to be too little too late.

For too long Debenhams hit the snooze button and lost out to the competition.

It is going to take some fast thinking and bold decisions for them to survive.