Very’s chief customer officer has said the new launch of its own-brand fashion collection is important for “accelerating growth” at the retailer.
Very, operated by The Very Group, has launched a new own-brand fashion collection in time for autumn featuring wardrobe staples and timeless pieces across women’s, men’s and kids’ clothing.
Dubbed “The Very Collection”, chief customer officer Jessica Myers told Retail Week that fashion is a “key category for us and the customer” and the range was a “natural next step in elevating and investing” its own-brand offering.
“In terms of our strategy, Very is all about growth,” she explained.
“We’re really focused on accelerating growth, and this is about attracting new customers while delivering for our existing customers.”
The own-brand product range options have increased by 15% year on year, and Myers added that own-brand fashion is “just the start” of what is to come.
“You’ll see how The Very Collection could expand across our overall style offering. Next up will be home, which will launch next year.”
Customer data and insight are also integral to Very, and building the own-brand fashion collection took significant research to understand trends and what customers look for.
“We’re constantly learning, innovating and we’ll obsess over the data and collaborate with customers to make sure what we’re creating is relevant and hits the mark,” Myers said.
Very’s fashion platform “Haus of Flamingo” will also be home to The Very Collection.
The latest TV campaign for Haus of Flamingo will feature 100% of the retailer’s own-brand products, which Myers said reflected how confident the group is in the new range.
The new collection will also be showcased for two days at an exhibition called “The Very Big Wardrobe” on New Bond Street, London.
It will feature personal styling sessions, live competitions and giveaways, hourly catwalks, a 360-degree mirror room, and glam stations, running on September 5 and 6.
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