Debenhams to promote design credentials with Christine Morgan as director of PR

Debenhams' incoming director of PR Christine Morgan plans to focus her strategy on promoting the retailer's fashion and design offering.

Debenhams: Has hired Christine Morgan
Debenhams: Has hired Christine Morgan

Morgan, who started in the role last week, hopes to focus on raising consumer awareness and media coverage of Debenhams designers.

"Debenhams really created that space, and I'm going to look at how we can put more support behind Debenhams as an innovator in fashion and design," she said.

Morgan will lead PR strategy across Debenhams' divisions, including its online and international offerings.

She replaces Ed Watson, who left at the end of 2013 to take up the role of director of global comms at clothing retailer N Brown Group.

The role has been filled on an interim basis by Elena Antoniou, who was a senior manager in the Debenhams press team.

Morgan joins after four years at the online retailer, where she headed up consumer PR for brands including very.co.uk, littlewoods.com and isme.com.

She was previously director of the consumer division at Good Relations, having worked at agencies Yellowdoor, Spin Communications and Weber Shandwick, and Uniqlo, where she was PR manager.

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