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Davies on GIVe one season on

Retail veteran and serial brand creator George Davies has cut prices for spring 10 at his womenswear offer GIVe after its first season.

Davies told The Observer that GIVe, which has 16 wholesale stockists and eight stores, performed in line with his expectations, just days ahead of the GIVe spring 10 collection launch.

GIVe launched in autumn 09 and Davies said that GIVe had performed well in towns such as Harrogate, while independent department stores Arnotts in Dublin, and Broadbents & Boothroyds in Davies’ home town of Southport, had recorded the best sales out of the independent stockist base.

On the back of one season’s worth of sales, Davies said he has sharpened the pricing of the GIVe range with two thirds of the collection to be updated in store every six to eight weeks.

Key pieces for spring 10 such as a floral print dress and a lightweight summer mac cost £79 and £129 respectively.

“We have learned where we are in the pricing hierarchy, and I would say the prices are sharper than autumn,” he said, citing Karen Millen and Reiss as competitors.

He added that sizes eight and ten had been first to sell out, indicating that the brand had a younger customer than the 30-plus consumer Davies was initially targeting with the launch.

Davies told the newspaper that he is finalising a deal with Middle Eastern investors, Al Hokair to launch GIVe in Saudi Arabia this autumn.

He also made reference to Marc Bolland’s appointment as the new chief executive at M&S and said: “M&S is totally constipated by its culture and he [Bolland] will have to do something about that.”

Davies previously created the Next retail chain, the value proposition that is George at Asda and Per Una, the casualwear sub-brand at Marks & Spencer.





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