DEBENHAMS

INDUCTION
WORKBOOK

Dear Colleague
Hello and welcome to DEBENHAMS xxxxx and your first days training. Over the
next few days a brand new and exciting store will take shape and you will be part of
the team that makes it happen, so you have joined us at a very exciting time.
Debenhams and our partner Planet Retail value the people who work for them and
recognise how important it is to give people the skills to enable them to do the first
class job that is expected of them.
Being part of that DEBENHAMS team means you will be working with many
exclusive brands and ensuring that the customer service you offer and the
merchandise standards you maintain in your store are the best at all times.
This workbook has been designed to help guide you through your first few days with
us and once completed will give you something to keep and refer back to once the
store is open.
Some of you may already have had some retail experience with previous employers,
so these next few days will be a fantastic opportunity for you to take those existing
skills to a new level. For those of you just starting out in retail this training
programme is designed to give you everything you need to make a great start in the
business.
The full content of your training programme is detailed on the next page.
Remember that this workbook is yours and the more you use it during your training
the more information you will have to refer to in the future.
I would like to take this opportunity to welcome you to DEBENHAMS and hope that
your time in this store is a happy one.
Good Luck

Ashley Pearce
Ashley Pearce
International Learning & Development Manager
Debenhams Retail PLC
London
UK

CONTENTS
Section 1

Welcome to Debenhams
A Brief History
Debenhams Today
Your Store

Section 2

Working as a Team
Store Structure
Team Values

Section 3

Working with Debenhams Brands

Debenhams Brand Names
Identifying Brands
Brand Family Tree
Brands by Division
Designers at Debenhams
Good Better Best

Section 4

Product Information
Barcode tags
Garment care labels
Washing Instructions
Size Information

Section 5

Delivering Excellent Customer Service

Meet and Greet
Customers who Ask
No Service No Sale
At the Dressing Room
At the Service Centre
Driving ATV

Section 6

Working with CVs

Understanding CVs
Basic Layout Guidelines

Section 7

Product Presentation Standards

Creating/ Maintaining Perfect Fixtures
Creating / Maintaining Perfect Tables
Creating / Maintaining Perfect
Mannequins
Recovery Standards

Section 1

A Brief History of Debenhams

William Franks

Started in 1778 by William Franks who opened a small store in Wigmore

Street, London, selling dress fabrics, ribbons and accessories ( gloves etc)

Our International Office is still just around the corner on Wimpole Street,
London.

William Debenham joined the company and eventually took over the
business. He lived in a house at 1 Welbeck Street, London.

Our Head Office address is still 1 Welbeck Street although the old building
was replaced with a modern office block in the 1950s.

By 1900 Debenhams had export offices all over the world from South
America to the Far East sending goods from around the world to their stores
in the United Kingdom. Today all products are now sourced by a London
based Buying Team.

.
NOTES
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Section
ECTION ECTION XsECTION 1
.
4

Section 1

DEBENHAMS TODAY

Oxford Street London

UK based department store with its Head Office in Central London

155 Stores across the UK

Stores range in size from 2,000 m2 and 204,000 m2

Our largest store is on Oxford Street, London, the busiest shopping street in
the UK

Debenhams (UK) employs..people

Debenhams is a brand driven business based around exclusive Debenhams

brands. ( see Section 3 - Working with Debenhams Brands).

NOTES
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Section 1

Debenhams International

The first International Store opened in Bahrain in 1997

Debenhams works with International companies on a Franchise basis and

currently has stores in the following territories.

EUROPE
Reykjavik
Prague
Bucharest
Cluj
Constanta
Moldova

MIDDLE EAST
Iceland
Czech Republic
Romania
Romania
Romania

MEDITERANEAN
Cyprus
Istanbul

Turkey

FAR EAST / ASIA

Jeddah
Riyadh
Dharhan
Mecca
Medina
Amman
Doha
Bahrain
Dubai
Abu Dhabi
Kuwait
Sharjah
Tehran

Saudi Arabia
Saudi Arabia
Saudi Arabia
Saudi Arabia
Saudi Arabia
Jordan
Qatar
UAE
UAE
UAE
Iran

Jakarta
Indonesia
Manila
Philippines
Kuala Lumpur Malaysia
Delhi
Mumbai

NOTES
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..
..
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Section 1

Your Store
Your Store in.
Will be .sq metres
It will have .floors

Your Store will have the following Debenhams Brands

.

.
.
.
.
Your Store will have the following Designers At Debenhams
.
.
.
Section
3
.

The Main Competitors for your store are .

.
.
.
.

Section 2

Working As A Team
Your Store Manager is
Your Sales Managers are.
.
.
Your Visual Manager is ..
Your Team Goals are.

To Give Excellent Customer Service

To Create a Selling Culture in the Store

To Maintain Excellent Merchandise Presentation Standards

To Work Together as a Team

To Have Efficient Processes and Procedures

To Work as a Team we have to..

..
..
..
..
.
..
..
..

Section 3

Working With Debenhams Brands

All Debenhams products are sold under a range of Brand Names that are exclusive to
Debenhams

Debenhams employs its own in-house team of designers to create the products that make
up those brands.

Debenhams works with several famous UK fashion Designers to create exclusive ranges
that we call Designers at Debenhams

Brand Family Tree

BRAND NAME

FORMAL

Special Occassion

CASUAL

Business

Leisure

Sport

Gender
Age
Styles/Designs
Price
Sizes
Fabrics
Colours

Section 3
Brand
Jasper
Conran
J Jeans

Mens
YES

Rochas John
Rochas
Little
Rochas
Matthew
Williamson
Julian
MacDonald
Betty
Jackson
Janet Reger

YES

Maine

YES

Ling
YES

Accs
YES

Home
YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES

YES
YES
YES

YES

YES
YES
YES
YES

Thomas
Nash
Mantaray

YES

Red Herring

YES

YES

YES

Pineapple

YES

YES

YES

YES

YES

YES

YES

Presence

YES

Gorgeous

YES

Ultimate

YES

Debut

Childrens
YES

YES

Collection

St George

Womens
YES

YES

YES

Tigerlily

YES

J junior

YES

Babbleboom

YES

10

Section 3

Debenhams Brands are designed to reflect distinct age groups and price ranges

Debenhams Brands also fit into one of three categories

CORE
(GOOD)

FASHION
(BETTER)

DESIGNERS
(BEST)

Basic Styllng

Trend Styling

Design Features

Limited detail

Detail features

Designer Handwriting

Entry Prices

Mid Range Prices

Higher Prices

Essential Pieces

Must Have Pieces

Unique Pieces

Quality Fabrics

High Quality Fabric

Luxury Fabric

BRANDS
Are.

BRANDS
Are.

BRANDS
Are..

Collection
Maine
Classics
Debut
Thomas Nash
Babbleboom
Tiger Lily
Presence
Gorgeous

Red Herring
Pineapple
Mantaray
Denim Brands
Ben Sherman

Jasper Conran
Star by Julien MacDonald
Betty Jackson . Black
J Jeans ( Jasper Conran)
Rocha. John Rocha
St George by Duffer
Janet Reger

NOTES

11

Section 3

Designers at Debenhams

In Debenhams Saket we will stock the following Designers At Debenhams

List the names below and tick where you will find them
Designer

Mens

Womens

Childrens

Designers At Debenhams Key Words

Designer

Products

Key Words

12

Section 4

Product Identification

Every Debenhams product has a price label with a barcode

Department
Number

Deb
Number

Size
Colour and Colour
Code

Price

Bar Code and SKU

Number

NOTES..

.
.

13

Section 4
GARMENT CARE

Every Debenhams garment or fabric Home product has a garment care label

Washing

Wash as cotton
Wash as Wool
Do not wash
(no bar) normal, (broken bar)
(maximum machine Much reduced
action & normal machine action
spinning.
But normal spinning

Wash as Synthetics
(single bar)
reduced,(minimum)
machine action &
reduced spinning

Hand Wash
Only

Ironing

The applications given below are a general guide only.

Remember specific ironing guidelines are included in the Supplier Manual.

Hot Iron Max

Temp 200C

Warm Iron Max

Temp 150C

Cool Iron

Do not Iron

Steaming
May be beneficial to remove unwanted creasing especially on cotton and viscose.
Tumble Drying

Many items can be safely tumble dried but only if the appropriate symbols are on the wash care label, otherwise
tumble drying product can results in dimensional shrinkage.

Tumble drying possible

At high heat setting.

Tumble drying possible

At low heat setting.

Do not Tumble Dry

Dry Cleaning Symbols

May be dry
Cleaned in
Perchloroethylene

May be dry cleaned in

Perchloroethylene, but the
line indicates that additional
Care must be taken by the
Dry cleaner.

Do not Dry Clean

Bleaching
Debenhams do not promote the use of bleach in it labelling as concentrated chlorine is not ecologically friendly,
especially when washed away in the drainage system.

NOTES.
.
.

14

Section 4

Fibres

Each fibre has properties that impact on the textile fabric.

For example, cotton shrinks and wrinkles easily but is comfortable because it absorbs moisture and has a soft handle.

You will come across to type of fibres

o Natural Fibres- which are either animals, vegetal or minerals.
o Manmade fibres

Natural Fibres

Cotton

Advantages Comfortable, absorbent, strong resistant to heat, colourfast if properly dyed, accepts dyes
easily, not damaged by bleach.
Disadvantage Wrinkles easily unless treated, shrinks unless controlled, not resistant to mildew or
sunlight, burn readily.

Linen (Flax)

Advantages Comfortable, absorbent, strong, can be iron at high temperatures.

Very cool to wear in hot climates.
Disadvantage Easily wrinkles and shrinks unless finished, burn readily.
When used at designer level or for fashion is expected to crease, however for mid market daywear it is
often blended with polyester or given a special finish to help prevent creasing and assist easy care.

Silk, queen of fibre silk is known as a prestigious material.

Advantages Absorbent, wrinkles drop out, does not burn easily (self extinguishing), lustrous, prestige
fibre with soft handle and good drape. Cool to wear in summer.
Disadvantage Difficult to achieve machine washable standard, mostly hand wash and dry clean. Can be
damage by detergents and will degrade in sunlight and perspiration. Need washing frequently and with
care.

Wool
Advantages Warm absorbent, resist wrinkles, dyes easily, retain colours, maintain shape, resist soiling,
hard wearing and does not burn easily.
Has a natural crimp giving unusual elasticity and good shape recovery to the garment. Tend to be soft.
Merino or Botany, very high wool quality, fine, soft and crimpy.
Woolmark is a registered trade mark identify product made of pure new wool which meet strict quality
standards.
Disadvantage Tendency to form small pills. Prone to attack from moths unless treated. Very sensitive
to bleaches and alkalis causing laundering problems.
Mohair, Hair fibre clipped from the Turkish Angora goat.
Advantages Smooth handle with a very attractive lustre, very hard wearing.
Disadvantage Like wool it should be treated against moths.

Cashmere, Hair fibre clipped from the Turkish Angora Goat.

Advantages Luxury fibre, very similar to wool but has very fine fibres. Beautiful soft handle, good drape
making it warm and comfortable.
Disadvantage Has poor wearing properties, better blended with a synthetic fibre to add strength.

15

Section 4

Manmade Fibres
Acrylic-Acrilan, Cashmillon, Courtelle, Creslan, Dolan, Dralon, Orlon.
Advantages Soft, Warm, wool-like, Light weight, resilient, washable.
Disadvantage Tend to pill, not absorbent or strong. Sensitive to stretching when moist- need careful
washing temperature control and flat drying. Sensitive to heat-needs ironing on cool to avoid glazing.

Mod-acrylic-SEF, Teklan, Velicran, Verel.

Advantages Flame, chemical, abrasion resistant, Washable.
Disadvantage Melt at low irning temperatures, not absorbent.

Nylon-Antron, Cambrelle, Cordura, Tactel, Meryl.

Advantages Very strong, easy care, resilient, dries quickly, abrasion resistant, will not shrink.
Disadvantage - Not absorbent, heat sensitive, static build up, whites may discolour.
Acetate- Avron, Celanese, Dicel, Estron.
Advantages Luxurious feel and appearance, wide range of colours, lustrous, drapeable, relatively
inexpensive, fast drying.
Disadvantage Weak, not absorbent, doesnt hold a crease, wrinkles easily, sensitive to heat, poor
abrasion.

Polyester-Dacron, Diolen, Fortrel, Setila, Terinda, Terital,

Terylene, Tergal, Trevira.
Advantages- Strong, easy care, quick drying, wrinkle resistant, stable if properly heat set.
Disadvantage Not absorbent, heat sensitive to ironing.

Viscose- Danufil, Fibro, Sarille, Tufcel, Viloft.

Advantages Soft, drapeable, absorbent, easy to dye, washable.

Disadvantage Not stable unless treated, wrinkles unless treated.

Modal- Very similar to viscose but with greater strength,

particularly when wet.

Triacetate- Amel, Lintrelle, Tricel

Advantages- Easy care if properly finished, more heat resistant than acetate, wrinkle resistant, good pleat
retention.
Disadvantage Weak, heat sensitive.

Metallic- Lurex
Decorative fibre, can tamish, expensive.

Elastane- Lycra, Dorlastan, Spandex.

Advantages- Extremely elastic, good holding power. Can be incorporated within woven fabric. The
stretch can either be one or two way, which helps with the fit and comfort of the garment.
Disadvantage Fairly weak, damaged by strong concentrations of chlorine, expensive.

16

Section 4
MENSWEAR SIZING
FIT OPTIONS GARMENT MEASUREMENTS
How to Measure
Collar

Measure round neck where top of collar would sit

Chest

Measure round the fullest part of chest and across shoulder blades

Waist

Measure at natural waistline just above hip bone

Seat

Measure at fullest part

Coat Length

Measure length from centre back of neck in a straight line

Inside Leg Length

Measure from top of inside leg down to the floor

Formal Shirts
Size

14.5

15

15.5

16

16.5

17

17.5

18

18.5

19

19.5

Guidelines

cm

in

cm

in

cm

in

cm

in

cm

in

cm

in

cm

in

cm in cm

in

cm

cm

in

Chest

91

36

96

38

101

40

106

42

111

44

116

46

121

48

127 50 132

52

137 54 142

56

37 14.5 38

15

39 15.5 41

16

42 16.5 43

17

44 17.5 46 18 47 18.5 48.4 19 49.6 19.5

Collar Size

in

Formal Jackets & Outerwear

FITTING SIZE: SHORT FITTING
DUAL SIZES

SMALL

SIZES TO ORDER

MEDIUM

36

38

LARGE
40

42

44

cm

in

cm

in

cm

in

cm

in

cm

in

CHEST

92

36

96

38

101

40

106

42

111

44

OVERARM

76

30

77

31.25

78

30.75

79

31.25

80

31.5

75.5

29.5

76

29.25

76.5

30

77

30.25

77.5

30.5

BACK LENGTH

FITTING SIZE: REGULAR FITTING

DUAL SIZES

SMALL

SIZES TO ORDER

CHEST
OVERARM
BACK LENGTH

MEDIUM

36

38

LARGE
40

42

X LARGE

XX LARGE

46

48

44

cm

in

cm

in

cm

in

cm

in

cm

in

cm

in

cm

in

92

36

96

38

101

40

106

42

111

44

116

46

121

48

78.5

31

79.5

31.25

80.5

31.75

81.5

32.25

82.5

32.5

83.5

32.75

84.5

33.25

78

30.75

78.5

31

79

31

79.5

31.25

80

31.5

80.5

31.75

81

32

17

Section 4
FITTING SIZE: LONG FITTING
DUAL SIZES

MEDIUM

SIZES TO ORDER

38

LARGE
40

X LARGE

42

44

46

cm

in

cm

in

cm

in

cm

in

cm

in

CHEST

96

38

101

40

106

42

111

44

116

46

OVERARM

82

32.25

83

32.25

84

33

85

33.5

86

33.75

BACK LENGTH

82

31.25

81.5

32

82

32.25

82.5

32.5

83

32.75

WOMENSWEAR SIZING
FIT OPTIONS GARMENT MEASUREMENTS

10

12

14

16

18

20

XL

38

40

42

44

46

Garment Size Code

Euro

34

36

22

24

48

50

52

Bust cms

81

84

88

92

97

102

107

113

119

125

ins

32

33

34

36

38

40

42

44

47

49

Waist cms

61

64

68

72

77

82

88

95

102

109

ins

24

25

27

28

30

32

34

37

40

43

cms

85

88

92

96

101

106

111

117

123

129

33

34

36

38

40

42

44

46

48

51

Hip

ins

NOTES

18

Section 4

Shoe Sizes
System

Europe

35 36

21.5

37 37 38 38

22 22.5

39

40

41

23

23.5

24

24.5 25 25.5

26

42

43

44

45

26.5 27.5 28.5 29.5

Japan
W

21

21.5 22

22.5

23

23.5

24 24.5 25

25.5

26

27

28

29

10

11

10 11

10 11

10

10.5

U.K
9 10

10

11

Australia

U.S. &
Canada
W

Russia &
Ukraine
*

33 34

35

36

37

38

12

39

Korea
(mm.)

231 235 238 241 245 248

251

254

Inches

91/8 9 93/8 9 95/8 9

97/8

10 101/8 10 10 10

257

13

260 267 273 279

11

19

Section 5

DELIVERING EXCELLENT CUSTOMER SERVICE

Step 1
LOOKING THE PART/ FIRST IMPRESSIONS COUNT

Hair should be

Hands should be

Name badge should be

ME

Personal Hygiene
should be

My uniform should be

Shoes should be

20

Section 5
Step 2
MEETING AND GREETING
SMILE!
STOP?
..

..

ASK?
..

..

SAY?

LISTEN TO?
..

..
..

..
ESCORT?
BODY LANGUAGE
SHOULD BE?.

FIRST IMPRESSION ARE IMPORTANT BECAUSE

21

Section 5
Step 3
CUSTOMERS WHO ASK
1. Always greet the customer with a smile
2. Stop..
3. Make eye..
4. Give them your full .
5. Show a genuine
6. Listen
7. Ask
8. Escort.
9. Suggest
10. Always say..
NOTES
..

..
..
..
..
..
..

22

Section 5
Step 4
NO SERVICE NO SALE
Sometimes customers will need you to do more than just show them to the right product they may
need your help to find exactly the right thing they are looking for.
IF THE CUSTOMER IS SHOPPING FOR SOMETHING FOR THEM WHAT QUESTIONS COULD
YOU ASK THEM TO FIND AND SELL THEM THE PERFECT PRODUCT?

..
..
..
..
..
..
..
..
..

IF THE CUSTOMER IS BUYING FOR SOMEBODY ELSE WHAT QUESTIONS COULD YOU ASK
THEM TO FIND AND SELL THEM THE PERFECT PRODUCT?

..
..
..
..
..
..
..
..
..
23

Section 5
Step 5
AT THE DRESSING ROOM
Top 10 Actions

1. Always welcome the customer with a smile

2. .
3. .
4. .
5. .
6. .
7. .
8. .
9. Always say THANK YOU and GOODBYE..
10. And last of all?..

NOTES
.
.
.

24

Section 5
Step 6
AT THE SERVICE CENTRE
Top 10 Actions
1. Welcome the customer with a
2. Say?.
3. Then?.
4. .
5. .
6. .
7. .
8. .
9. .
10. Say THANK , GOOD BYE and?.

NOTES
.
.
.
.
.

25

Section 5
INCREASING THE AVERAGE TRANSACTION VALUE
(ATV)

Why is this important?.

How can you do this?

..
.

Think of some ideas for ADD ON SALES

..
..
..
..

Think of some ideas for SELLING UP and how you would do it

..
..
..
..

Think of some questions you could ask a customer to help you with CROSS SELLING

..
..
..
..

26

Section 6
WORKING WITH CVS
CV stands for Customer Visual is the name given to the documents that help you layout and maintain the
look of each department.

Have a look at a few examples of the CV documents.

What information do they give you to help you layout and maintain a department?

..
..
..

Why is it important that you always follow the guidelines on the CV documents?

..
..
..
..

How does using the CV help to increase your ATV?

..
..
..
NOTES
..
..
..
..
..
..
..
..

27

Section 6
Jargon Buster

Accessorizing
Aerial Arms

Dressing up the outfits on the

mannequins with bags, sun glasses,
jewellery etc.
Short arm that bolts on to a fixture to
allow small related items to be
displayed for add-on sales.

Back Wall

The hanging space at the back of

each department

Back Wall Bar

Straight metal bar used to hang

garments on back wall space

Bar Code Tag

Small tag attached to every garment

which is read by the till to identify its
price and line number and contains
colour, style and fit
Stock identified as best seller

Best Seller
Colour blocking

Arranging all one colour of one style

together on a fixture

CR3

Free standing fixture with 4 arms

Customer flow

The way customers move round the

department
Customer Visual: Information
produced by the Buying and
Merchandising team, which shows
you the ideal positioning of a product
when merchandising on the Sales
floor
Debenhams 4 digit product number
designated by Buying &
Merchandising
Straight free standing floor fixture only
ever used on Designer At
Debenhams departments
Outfits displayed on the end of fixture
arms to suggest ideas to customers

CV

Deb Number
Designer Rail
End of Arm Dressing

28

Section 6

Layering

Mannequin
Merchandising
Option

Photographic

Dressing a mannequin or end of arm

dressing with one garment worn over
another ( jacket over an open shirt
over a T shirt) as you would wear
it.
Models placed on departments to
display show how the clothes look
when they are being worn
Placing stock onto fixtures in size
order and according to company
guidelines
1 size in 1 colour of 1 style
Example S . M . L . XL of one
colour = 4 options of that style ( In
2 colours = 8 options)
A large mounted photograph of
product (various sizes and formats)

Prong

Small straight fixture used to hang

socks and accessories

Size ordering

Arranging stock on a fixture arm with

smallest size in front largest size
behind
Stock Keeping Unit (Line number,
colour, size and fit)
A fixture filled with one product
Example Mens T shirts
A fixture showing several coordinating pieces that can be worn
together
Example Ladies Skirt, blouse,
jacket, trousers
A fixture showing a mix of product
that could be worn together but not
directly part of a coordinating set.
Example 2 x sweat shirt and 2 x
leather jacket ( one style on each
arm)
Part of a CR3 fixture shaped like a
step to show one option behind the
other

SKU
Statement - Single product
Statement - Lifestyle

Statement Mixed Product

Step Arm

29

Section 7
PRODUCT PRESENTATION STANDARDS

TO CREATE AND MAINTAIN PERFECT STANDARDS ON A HANGING FIXTURE

ALWAYS MAKE SURE THAT

..
..
..
..
..
..
..
..
..

TO CREATE AND MAINTAIN PERFECT STANDARDS ON A TABLE FIXTURE

ALWAYS MAKE SURE THAT

..
..
..
..

..
..
..
..

30

TO CREATE AND MAINTAIN PERFECT STANDARDS ON MANNEQUIN

DISPLAYS AWALYS MAKE SURE THAT

...
...
..
..
..
..
..
..

RECOVERY IS SOMETHING WE DO ALL THE TIME TO MAKE SURE THE

DEPARTMENTS LOOK PERFECT AT ALL TIMES. TO ENSURE THIS HAPPENS
WE NED TO DO THE FOLLOWING ACTIONS
.

.
.
.
.
.
.
.
.
.
.
.
.
31