Non Financial Informationpresentation

Notes of non-financial information

Nature of the Business（debenhams）

        Debenhams plc is a multinational retail chain of British origin,which trades under the symbol “DeB” in the london Stock exchange and is a constituent of theFTSe 250 Index. The Debenhams brand is internationally recognized and is traded out of 239 stores, across 28countries. The retail chains arein the form of department storesin the united Kingdom, Irelandand Denmark, with 68 storesoperating as franchises in othercountries. There are currentlyover 29,000 individuals in fulltime and part-time employmentat Debenhams.Debenhams offers a wide variety of products such as fashionclothing, shoes, accessories,home and furniture and a rangeof other goods. It currently leadsthe UK market in health & beauty and home & furniture, andhas respectable market sharesin Menswear, womenswear andchildrenswear

Macro-environment Analysis(annual report P6-P7)

1.In the UK, market conditions remainedchallenging. The number of people visitingBritain’s shops declined,Lower store footfall was in part due to thecontinuing channel shift from stores toonline.

2.Despite more people in work,wage growth is still below price inflationand this, combined with high living costsand the likelihood of interest rate rises anda new government in 2015, is dampeningexpenditure. Consumers have a completelydifferent attitude to spending to that of thepre-recession period

3，Further, the UK remained highly competitiveand promotional as evidenced by pricedeflation throughout the year, the longestperiod of deflation since 2006

4.Change of customer needs and market requirement

1)Instead of buyinglots of low price product and fuellingspending with credit, consumers are moreconsidered in their buying habits

2)Social media is having an even greaterimpact on the buying process throughrecommendations and reviews

3)Customers want brands that are intune with them and their needs, inspirethem and value them as customers, editingthe choice to fit their lifestyles, income andspecific needs.

Results:

1)consumers becoming morecareful with their spending, shoppingaround more than they would have donein the past.

2)downward pressureon margins for retailers

Prediction:

1)Consumers began to feel better about theirfinancial circumstances and so UK consumerconfidence started to increase during thesecond half of the year

2)Looking forward, diminishing slack inthe labour market should support somerecovery in earnings growth. Coupled withfalling food prices and lower energy bills,the picture for household cash flow – anddiscretionary spending more generally –over the next couple of years in the UK islikely to be one of steady improvement.

Strategy P15-17

Purpose

during the year as we aim toleverage our expertise from the UK intoother markets.

Strategy:

1. Annual report P15

Main customer:Our core shopper isfemale, ABC1 and aged 35-55.(图1图2从左至右从上至下数)

Offer a uniquecombination of exclusive, credible core and Designers atDebenhams own brands, international brands and concessionswithin a good/better/best price architecture.（图3）

Have a long-standing good relationships withsuppliers。And “right product, right country” means offering property products to the suitable buyers, and do continuingglobal sourcing activities（图5图6）

Multi-channel customers can collect their products from oneof our stores or have them delivered to home. Had Built a convenience for customers.（图7图8）

2.The board firmly believes that the fourpillars of our strategy to build a leadinginternational, multi-channel brandremain the right way to create valuefor our shareholders.

1）Delivering a compellingcustomer proposition

• Investing in our product and brand strategy to ensure ourproposition remains competitive

• Refocusing our promotional strategy to drive grossmargin improvement

• Developing buying and merchandising capability tocreate greater alignment between buying teams and ourinternational and online operations

• Effective communication of the proposition across all media

等等

2）Increasing availabilityand choice throughmulti-channel 3）Focusing onUK retail4）Expanding thebrand internationally等等

From all the performance based on the for strategies, the degree of completion is high,

Key performance indicators P24-25