THE RETAIL BULLETIN - The home of retail news
Lest we forget
HOME
RETAIL NEWS
RETAIL EVENTS
Fashion
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Electricals
Health & Beauty
General Merchandise
Entertainment
Sports & Leisure
Retail Solutions
Food & Drink
Interviews
RETAIL INSIGHTS
RETAIL SOLUTIONS
ABOUT US
CONTACT US
SUBSCRIBE FOR FREE
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

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.

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." 

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News

RETAIL EVENTS

The Retail Design Seminar 2018
The Retail Design Seminar 2018
14 November 2018
The Cavendish Conference Centre
The Retail Design Seminar 2018
Omnichannel Futures Conference 2019
Omnichannel Futures Conference 2019
6 February 2019
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy
Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Summit
AI in Retail Conference 2019
AI in Retail Conference 2019
18 September 2019
Cavendish Conference Center, 22 Duchess Mews, London W1G 9DT
Retail marketing is changing pace rapidly by making communication across all platforms personalised, relevant, efficient, and helpful. AI not only helps shoppers find a perfect product but also pre-empts the shopping behaviour and speeds up payment.
The HR Summit 2019
The HR Summit 2019
Tuesday 8 October 2019
The Cavendish Conference Centre, London W1
The 11th HR Summit 2019, The Cavendish Conference Centre, London W1, 8 October 2019