Debenhams issues lingerie commandments for Valentines' Day

From: Debenhams
Published: Fri Feb 11 2011

Debenhams lends a helping hand to hapless men, who constantly buy their wives and girlfriends the wrong kind of underwear.

In the lead up to Valentines' day the fashion store, Debenhams, has compiled a 10 point "Lingerie Commandments" guide to help men choose lingerie that women want to wear - rather than styles they want them to wear.

The first rule which Debenhams stresses for men to bear in mind is to: "Forget Pussycat Dolls - red PVC lingerie might appeal to you, but don't expect it to turn your woman into a minx"

Another important commandment is: "Don't EVER buy her Control Wear". Knickers and bras which keep flabby bulges hidden may be her first choice, but buying them as a present will reduce the chances of romance.

Debenhams has compiled the guide because so much lingerie bought by men at this time of year is then quickly returned by women. So great is the trend that experts at the store have given it the name - 'Monday Undies' - because they're usually bought by men on a Saturday and returned by women on a Monday.

The two peak times when it occurs most are running up to Christmas and Valentine's Day.

Debenhams is hoping that by issuing the Lingerie Commandments guide now, it will help male customers to buy the right gift and also help Debenhams save time and money by reducing the amount of lingerie brought back to be exchanged.

The guide has been issued to all 161 Debenhams stores and staff have been trained to recognise hapless men in need of lingerie advice in the run up to Valentine's Day.

Lingerie personal shopper at Debenhams Oxford Street, Mina Abban-Mensah, said, "We see swarms of men in the lingerie department in the run up to Valentines' Day - but few seem to know how or why they ended up there.

"Most men can easily identify the parts of an engine, or change a tyre in a matter of minutes; yet when faced with the option of a balconette, basque or push-up, they are instantly puzzled."

If each commandment is adhered to, wives and girlfriends across the UK will be unwrapping luscious lingerie they couldn't have picked better themselves this February 14th, and the men will be reaping the rewards later on that evening.

Mina continued: "The lingerie commandments are a great introduction, as they mean that all our staff will be able to offer relevant, important expert advice on shopping for lingerie gifts."

Research into shopping habits by the lingerie retailer revealed that men get it wrong most of the time when it comes to buying lingerie, with 68% of women admitting to being less than impressed when they have received Valentines lingerie in the past.

About Debenhams:
Debenhams is a leading department stores group with a strong presence in key product categories including womenswear, menswear, childrenswear, home and health and beauty.
Debenhams operates 160 stores in the UK and Republic of Ireland, comprising 147 full department stores and 13 Desire by Debenhams stores, which is a small store concept featuring an edited product range. Debenhams also has 60 international franchise stores in 23 countries.

For further media information, please contact:
Michelle Dowdall
PR Manager - Lingerie, Childrenswear and Home
33 Wigmore Street
(020 7529 0449) 66449
Company: Debenhams
Contact Name: Michelle Dowdall
Contact Email:
Contact Phone: (020 7529 0449) 66449

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