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Evans bolsters premium offering with Clements Ribeiro launch

Evans is bolstering its premium offering, launching its first designer capsule collection with Clements Ribeiro at the end of March.

The range, which will launch online on March 31 and in selected stores from April 2, is the plus-size retailer’s second premium offering. Evans Collection - which also sits above the retailer’s main range - is now in its second season.

The Clements Ribeiro 22-piece designer collection, spanning trousers, dresses and knitwear to accessories and outerwear, will retail at prices starting from £25 for a silk scarf to £99 for a coat.

According to an Evans spokeswoman, the designer collaboration will be a first for the plus-size market and is significant given the market has been neglected by high end designers.

It also reflects the trend of retailers segmenting ranges to include premium ranges, on which they can make a better margin.

At the same time, Evans is rolling out its ‘What’s Your Shape?’ approach to retailing, which encourages women to shop by shape, as well as by size, while offering more guidance on product lines and how to mix items.

Evans has teamed up with European modelling agency, Models 1, to run a window campaign to support this. It will launch late spring.

The plus-size retailer undertook research on body shape last year, surveying more than 5,000 women, to create four shapes - apple, hourglass, pear and busty - around which it adapted its pattern blocks and cuts.

The retailer is also considering expanding internationally, having launched a US transactional website at the end of last year.

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