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Design boss plots product overhaul at Jigsaw and Kew

Sister womenswear chains Jigsaw and Kew are to ramp up their accessories offers and create more “complete outfits” under new design director Tess Richards.

Richards, who joined the Robinson Webster Holdings business earlier this year, said her first full ranges would hit stores for spring 10.

She said she would “inject colour and life” into both Jigsaw and Kew’s ranges using strong prints, textured fabrics, bright colours and more embroidery and beading detail.
She said the product mix would feature more accessories and that she would create more “complete outfits”, particularly for Kew, the younger, slightly cheaper chain. She said the guidelines for Jigsaw would filter down to Kew, with contemporary, feminine designs.

The design director envisaged price points would remain the same, but that she would make cost savings on fabric sourcing. The group reported losses last year.
Richards said she was looking at clever ways to cut costs without compromising quality or increasing mark-ups. “For example, I now rework [a pattern] to save money, like adding a central zip so the fabric can be cut differently to use less.”

Richards was previously creative director at luxury womenswear brand Ghost, and before that worked at premium chain Jaeger on its Jaeger London sub brand.

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