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George Davies unveils spring 10 GIVe collection

Retail veteran George Davies has unveiled the second collection for his womeswear offer GIVe.

GIVe launched in autumn 09 and key pieces for spring 10 such as a floral print dress and a lightweight summer mac cost £79 and £129 respectively. Leggings cost £19, while a shirt comes in at £55.

Davies told The Observer: “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.

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