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| | | | 19/09/2012 | Drapers, Catherine Neilan - Debenhams to maintain discounting tactics indefinitely | | | | | Debenhams Ignores Analyst Concerns | | | | | Drapers reports Debenhams is keeping its 'strong cost disciplines', shunning analysts’ concerns that it is not a successful long-term strategy.
Michael Sharp, chief executive said the department store had not increased the number of days it was on promotion during the year to September 1 on the previous 12 months.
Although he said it might be possible to lower the number of days the store offered discount by 'a day here or three', Sharp said he had no plans to reduce it in the coming future.
"I could see in the future, if market conditions improve, the opportunity to reduce the number of days we are on promotion, but we are a long way from that at the moment because I can’t see any shift in consumer sentiment."
"That’s something I don’t apologise for. Within Debenhams, we will always have a promotional element to the business - it is a strength, not a weakness."
Looking to 2013, Debenhams is continuing to seek market share in womenswear, most likely gaining from losses at Marks & Spencer, and womens shoes.
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