Close this search box. looks to data for customer insight to fashion own label brand

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Designers at 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 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 and sister website

Alex Baldock, CEO at Shop Direct, said: “V by Very is the natural next step for 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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