Viyella sales soar

Sales at fashion retailer Viyella have soared since it drafted in 1960s icon Twiggy as its new face. The campaign, which has been in Viyella shops since July, was used to launch the autumn/winter collection. 'Since we launched the Twiggy graphics and have turned to full-price sales, sales are up 10 per cent on a like-for-like basis compared with last year,' said Viyella marketing controller Lynda Moen. Twiggy was brought in to help raise Viyella's profile, replacing model and actress Isabella Rossellini.Viyella has 160 sites, 31 of which are standalone stores. The rest are concessions in department stores, including House of Fraser and Beatties.