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Very launches new fashion label aimed at professional women

Shop Direct Group’s Very.co.uk has launched a new fashion label aimed at professional women as it looks to rival established players in the market such as Next.

GENERAL MERCHANDISE

Very launches new fashion label aimed at professional women

The Definitions collection will carry a range of clothing aimed at women between the ages of 26 and 35 who are looking for garments that can take them from the office to the bar.

Each season, the collection will feature more than 100 new pieces, with a particular focus on separates and dresses.  Price points for the range will be maintained in line with, or up to 10% lower than, those of Very’s competitors. 

The retailer said it had sourced bespoke prints for the label from both vintage and specialist houses. Key pieces for autumn/winter 2013 will include a boyfriend coat at £59, blouses from £18, leather trousers, a tuxedo jacket and a range of dresses. 

Launching on the Very website today, the collection will be promoted through a multi-million pound 12-week advertising campaign which will begin in September across TV, press, outdoor, video on demand and social media. 

Karl Doyle, group product director at Shop Direct, said: "Definitions has been a long time in development and we’re delighted to finally be unveiling the label. 

"There’s a huge market in the UK for trend-led fashion that takes women from office to bar but, according to our customers, only a handful of players are getting their offer right. With Definitions, we’re aiming to answer that growing customer need for simple silhouettes that work hard from day to evening, which can be styled up for more formal occasions and that will last season after season. 

"The keys to that are superb cuts, fabrics and prints and, in Definitions, we believe that our design and buying teams have developed a collection that delivers on all three counts." 

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