Alexon saw like-for-like sales fall back 11% for the 17 weeks ended November 22, after trade collapsed in October and November.
Alexon said that trade had fallen below expectations since its interim results when it reported that like-for-like sales were down 6% for the eight weeks to September 20.
Alexon said that its strategy to clear stock, particularly at its Ann Harvey and Bay Trading chains, plus increased promotional activity within department stores, where Alexon operates concessions, meant that gross margin fell back 1% over the period.
Alexon said that the outcome for the full year was still dependent on the Christmas trading period.
Alexon added in a statement: "The general outlook for the consumer environment in 2009 is widely expected to be very challenging, however we are confident that the strategy we are implementing will strengthen the business going forward."
"We have strengthened the management team who are focused on achieving brand clarity, and delivering improved product value through enhanced supply chain management all of which will better position the group for the future."
Alexon owns the Kaliko, Alex & Co, Eastex, Dash and Minuet Petite as well as Ann Harvey and Bay Trading.