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Brandwatch: Lavish Alice

Its own twist on directional trends gives this brand an up-to-the-minute look, says Graeme Moran.


Wholesale prices £8 to £20
Contact 07896 972997

It’s all change at women’s, short-order brand Lavish Alice, where the introduction of an in-house design team has given the label a fresh lease of life, with a more fashion-forward aesthetic. Previously only sold through the brand’s website, spring 13 also sees wholesale books open for the first time, with Asos, Joy and a host of indies taking it on.

Unlike many short-order womenswear labels, this brand takes inspiration from the more directional catwalk trends and gives them the Lavish Alice twist, offering something new rather than safe, watered-down looks. “With online retailing space becoming more competitive and the same products becoming saturated, Lavish Alice appointed an in-house design team to offer an exclusive, contemporary young fashion collection that is unique to the brand,” explains founder Matthew Newton.

“Consumer and retailer demand is for constant newness, and Lavish Alice is able to react very quickly to trends,” says Newton. “We have a solid infrastructure with in-house design, quality control teams and a number of factories internationally that can handle production of tens of thousands of units and turn it around in four to six weeks from order to delivery.” Add to that a three-times mark-up and the brand is ticking all the boxes for potential stockists.

“It has a fresh take on the trends of the season, giving its spin on catwalk looks in amazing quality fabrics at accessible prices.

We really love the python-print skirt and the contrast-sleeve sweats worn together,” says Victoria Pembleton, womenswear branded junior buyer at Asos.

With production increasing from 50 styles for spring 13 to 150 for autumn, an in-house wholesale executive targeting retailers across the UK, Europe and internationally, as well as a secret celebrity collaboration in the pipeline, no doubt the brand is hoping for a lavish response from stockists.

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