Lifestyle brand Fullcircle will overhaul its product and pricing strategies for spring 10 and grow its retail presence in a bid to stand out from competitors.
Brand director Myriam Ben Yedder said Fullcircle had lost its ‘sparkle’ over the past few seasons. “We haven’t given our customers everything they wanted,” she said.
“We’re now targeting a young-at-heart customer with funkier, more edgy designs, rather than sophisticated and clean styles. It needs to be more cutting edge, without compromising the design and quality.”
Ben Yedder added that Fullcircle’s pricing architecture would also be overhauled, with lower entry-price points introduced for the brand’s spring 10 pre-collection.
“Fullcircle is a bridge band and there’s space in the market for that,” she said. “We want to be a directional brand at high street prices - that’s our unique selling point.”
Despite Ben Yedder’s commitment to Fullcircle’s wholesale customers - it has more than 200 menswear accounts and 150 womenswear accounts - the brand is also ramping up its own retail strategy.
Ben Yedder said: “We have a very strong relationship with our independent stockists, which we want to continue [to nurture], but we also want to grow our retail and online presence.”
Fullcircle has two standalone stores in the UK, but Ben Yedder is looking for locations in major city centres and shopping malls.
She added: “We’ll be launching a transactional website for autumn 10, but we’re currently in talks with etailers like Asos to provide an online platform for autumn 09.”
Ben Yedder joined Fullcircle from high street retailer Marks & Spencer late last year, where she was head of retail for womenswear.