Shop Direct’s online department store Very.co.uk is targeting
“accelerated growth” in the UK fashion market with the launch of its new
“hero” own label clothing brand, ‘V By Very’, which will be unveiled to
consumers on September 5.
The new womenswear collection will include clothing, footwear, and
accessories, with the aim of providing “trend-led capsule collections
focusing on head-to-toe dressing”. Prices will start from 12 pounds up to
200 pounds and will be available in sizes eight to 24.
The new brand has been designed to “excite and inspire” Very’s core
customers, while representing great value, and will be launched alongside
new menswear and childrenswear ranges, as well as being supported by
existing children’s clothing label Ladybird and plus-size fashion brand So
Fabulous.
Designed and curated using customer insight by the in-house design and
buying teams the e-tailer is targeting Very’s 25-44-year-old female
customer by providing them with seasonal pieces and must-have fashion
essentials.
Commenting on the new V by Very womenswear range, Shop Direct group
fashion director, Zoe Matthews said: “We know our customer wants a wardrobe
that reflects them as an individual. Our new V by Very womenswear
collection gives her quality, feminine fashion, with a distinctive
handwriting that she’ll love.
“It’s about style and inspiration combined with ease and convenience;
helping our customer get more out of every day. That’s what we want to be
famous for and that’s what V by Very will give her.”
Shop Direct chief executive Alex Baldock, said: “V by Very is the
natural next step for Very.co.uk. We’re building a world-class online
department store; now we have an own label fashion brand to match our
ambition.
“We’ve created this new collection – and this new brand – alongside our
customer. She’s told us what she wants and by listening to her, V by Very
can become a major force in British fashion. We’re backing it big time.”
Shop Direct group product director, Matt Dixon, added: “We saw a clear
opportunity to create a strong own brand that recognises and serves the
many roles our customers play day-to-day.
“We’re not only tracking the latest trends and catwalk styles but
everyday we’re listening to our customers’ views and looking at how they
shop; creating a data-driven fashion brand that is truly relevant for them.
It’s this relentless focus on relevance that will help to create new
opportunities to expand womenswear, menswear, and childrenswear, and help V
by Very become a success.”
Shop Direct is the UK’s second largest pureplay online retailer, with
annual sales of almost 1.8 billion pounds, with digital department store
Very.co.uk recording a turnover of 850 million pounds. Other brands in the
group include Littlewoods and Very Exclusive, selling more than 1,500
brands, including big name labels and our own exclusive brands.
Its websites receive an average of more than 1.2 million website visits
every day, with over 60 percent of online sales completed on mobile
devices.
Images: Courtesy of Very/Shop Direct