Debenhams turned to its customer magazine, Desire, to raise the profile of three desired brand attributes: style, design and modernity. As a result, Desire readers are 24% more likely than non-readers to believe that Debenhams is contemporary, up-to-the minute and home to the latest fashions.

"The research programme has given us a clear insight into the effectiveness and power of our magazine. We are able to see how Debenhams' Desire has performed the K.P.I.s that we set for it and we are also able to look at how it measures against the norms for retail titles. The research also illustrates precisely how the magazine affects consumers which means we can learn from each issue and start to use it intelligently as an important part of our marketing." Alison Jones, Marketing Director, Debenhams