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Boohoo bosses warned 'hiding behind power of the Debenhams brand is not a silver bullet'
Industry experts are skeptical of Boohoo's rebranding to Debenhams, with one warning that it's not a guaranteed fix for Boohoo's reputational issues and declining fast fashion trends. The rebrand follows Boohoo's acquisition of the Debenhams name and is accompanied by job cuts and warehouse closures. Analysts suggest rebranding alone won't solve underlying problems, and strategic changes are needed.
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