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Almost Famous rejigs offer and eyes growth

Women's young fashion brand Almost Famous is to realign its market positioning ahead of a franchise push next year.

The brand will split its range into Green Label and Black Label, for mainstream and premium customers respectively. Prices of the existing Green Label mainline will drop by 20%, while the new high-end Black Label will sell with a 20% higher premium.

The denim-led Green Label will feature camisole tops and embellished bright fabrics. Black Label will be based around silks, leathers and printed wrap dresses.

The average price of an Almost Famous dress from spring 08 will be £30 for Green Label and £79 for Black Label. The current mainline average is £55.

The overhaul of the label's collection and pricing comes ahead of a franchise push planned for next year. Almost Famous has one standalone store on Percy Street in central London, but plans to open four more in the capital over the next five years on a franchise basis. Another seven are planned for the rest of the UK.

Almost Famous has 140 stockists in the UK and Republic of Ireland, including Fenwick, Hoopers in Torquay in Devon and Cristina of Weybridge in Surrey, plus a presence in Greece, Italy and Spain.

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