Womenswear retailer East will increase its prices by 10% for spring 15, as creative and design director Virginia James gets “back to the heart” of the business with her first collection.
James, who joined the business in March this year, is repositioning East as a “premium bohemian brand” and has added more detailed pieces at both the top and bottom ends of the collection’s price architecture.
“We have dissected the range in terms of price at both ends; we’ve added more basic items with a twist and we have more of those special, coveted products at the top end,” James told Drapers.
“We wanted the range to be more special. We looked at the archive and it’s obvious that bohemia is at the heart of the brand. The range had been quite outfitted so we wanted to create more depth at both ends of the scale, on basics and on more special pieces,” she added.
For spring 15 East has added hand-block prints, more tailored feminine shapes and beaded and sequined pieces. There are 30 fewer items in the collection than in the current autumn 14 range, bringing the total number of clothing styles to 258.
Prices currently start at £15 for a jersey cami and go up to £950 for a sheepskin cape, although printed coats average at £225. Dresses are priced at £79 for jersey and go up to £175 for beaded sequin styles.
The retailer, which has 62 stores and 44 concessions in stores including John Lewis and House of Fraser in the UK, is looking for a large London store in an area like Marylebone to open in time for its 21st birthday next May.
James started her career as design consultant at Next in 2007 and was most recently creative and design director of British online and mail order companies Poetry and Wrap for six years to January 2014.