Short-order womenswear brand Forever Unique will reposition itself as a more trend-led label in a move it hopes will ensure its longevity.
The premium label has increased its collection by 20% this spring, as it tries to attract a “fashion-conscious consumer” and a broader stockist base, according to head of marketing Owen Pouncy.
“We are trying to appeal to a wide audience and ensure there is something for everyone,” he told Drapers. “The growth of the company has been phenomenal but these are tough economic times and you can’t be complacent.”
Forever Unique will also scale down the number of celebrities it collaborates with. The brand has previously dressed several X Factor contestants, girl band The Saturdays and singer Tulisa.
It is also overhauling its PR and marketing strategy and will be “selective” about which publications it now works with in order to preserve its premium brand image.
Pouncy added: “We want to make sure the brand is still here in 10 years’ time. To ensure brand longevity we need to make sure it is looking as good as it can at all times.”
The first step in the repositioning has been to launch a new sub-brand, called Selected, for spring 13. The collection emphasises the use of luxurious quality garments, which is now a key priority for Forever Unique.