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IRUK Top500 The Customer Report: 2018

IRUK Top500 The Customer Report: 2018

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Very.co.uk looks to data for customer insight to fashion own label brand

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Very.co.uk looks to data for customer insight to fashion own label brand
Very.co.uk looks to data for customer insight to fashion own label brand
Designers at Very.co.uk looked to their customers for inspiration, as they produced what's being billed as a data-driven own label brand.

The V by Very womenswear collection draws on customer insight to target women aged between 25 and 44 with relevant styles. Parent company Shop Direct is positioning this as a 'hero' brand. It aims to expand it quickly as part of plans to grow the £850m-turnover Very.co.uk business, a Top100 retailer in IRUK Top500 research.

Matt Dixon, group product director at Shop Direct , said: “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.”

What the customer wants



On the new V by Very womenswear range, group fashion director at Shop Direct 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.”

The new range will be formally unveiled to shoppers on September 5, alongside new menswear and childrenswear ranges – but it is already available on Very.co.uk and sister website Littlewoods.com.

Alex Baldock, CEO at Shop Direct, 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.”
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