Classic fashion brand aims younger to reflect changing tastes of women
Fashion retailer Austin Reed is to reposition its Country Casuals brand to appeal to a younger audience. The retailer made the announcement as part of its interim results for 28 weeks ending August 14.

The group reported flat turnover of£57.3 million compared with the same period last year. Losses before tax and exceptionals were£2.7 million against£1.1 million for the previous period.

Austin Reed Group chief executive Nick Hollingworth said: 'The first-half results were unacceptable, but I am encouraged by the positive reaction to the recent changes implemented in the business.'

The retailer said that first-half trading would be below expectations because of the poor trading performance of Country Casuals. However, it made clear these ranges would be reviewed to reflect the changes in preferences among its core market.

The retailer said: 'The quality classics market is changing. Mature women are acting, looking and feeling younger. We must reposition our brand to reflect this.'

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