Womenswear concessions business Jacques Vert Group has changed its name to Style Group Brands and is revamping its portfolio, as part of a shakeup under new chief executive Shaun Wills.
Four of its five core brands – Jacques Vert, Precis, Eastex and Dash – are undergoing branding work and will be relaunched in a couple of months. The fifth brand in its stable, Windsmoor, is being updated more gradually.
The group has also axed plus-size sub-brand Colebrooke by Windsmoor after three seasons.
Wills, who took over as CEO from Tim Davies in April, told Drapers the decision to rename the group was taken to separate it from the Jacques Vert brand in people’s minds.
“Some of our partners were seeing our other brands as sub-divisions of Jacques Vert,” he explained. “Now they know if they are dealing with the group or one of the brands.”
The company has also dropped its old strapline, “Elegant British Brands”.
Colebrooke by Windsmoor was launched for spring 15, offering sizes 12 to 24. Wills explained that the main Windsmoor brand specialises in outerwear and Colebrooke “was invented to get us through spring/summer”, but added that ”it wasn’t relevant.”
The plan now is to develop Windsmoor as a classic British coat brand over the next two years.
In the meantime, Style Group Brands is working with creative agency Bureaux on the branding of Jacques Vert, Precis and Eastex, and with Headbaker on the branding of Dash.
“They are examining everything from the logos to the packaging,” said Wills. “Our brands were a bit homogenous before. We need to separate them without losing our loyal customers.”
The business has appointed dedicated brand directors to Precis and Dash. Julia Darlington joined as interim brand director for Jacques Vert earlier this year, while Eastex is under the temporary care of Dash brand director Gillian Peebles. Permanent appointments will be announced later in the autumn.
Wills said the autumn 16 product is selling well, and all brands are enjoying “strong” like-for-like growth.
“For the first time in a long time we’ve listened to our customer and shaken up the product,” said Wills. “What’s coming into the stores is different and it’s doing really well. It has given us the confidence to push forward.”