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Jacques Vert Group develops Coatwalk charity concept and opens Birmingham flagship

Womenswear business Jacques Vert Group is developing its Coatwalk charity event, offering customers the chance to join a waiting list for new outerwear styles on its dedicated site, share pictures and take part in a ‘coat amnesty’.

JVG launched Coatwalk, a charity event in which customers are invited to a catwalk show of its latest outerwear, in October 2013 to raise money for cancer support charity Macmillan and as a way of bolstering its profile. The first event won Marketing Campaign of the Year in the 2014 Drapers Awards.

The company has now introduced a preview function on the coatwalk.com site, which presents a selection of the autumn 15 outerwear collections from JVG’s brands: Jacques Vert, Precis Petite, Windsmoor, Kaliko, Dash, Eastex and Windsmoor by Paul Costelloe. Customers can click through to buy the coats on the brand’s own site or join a waiting list for new styles, which will drop in October.

In the next few weeks, JVG will add a section to the site where customers can share pictures of themselves in their new coats.

There will also be a ‘coat amnesty’, where customers can send in their old coats and JVG will arrange for them to be delivered to a homeless charity.

New store in Grand Central

Last week, JVG opened its ninth UK Jacques Vert store in the Grand Central Birmingham development. New features in the 1,200 sq ft store include a digital screen, which shows the latest offers, brand campaigns and messages from Jacques Vert.

It stocks the Jacques Vert collection, Lorcan Mullany for Jacques Vert eveningwear and occasionwear and Windsmoor by Paul Costelloe outerwear. Customers can also access one-to-one styling appointments, as well as an on-site alteration service.

Jacques Vert's new Birmingham flagship

“Opening the Jacques Vert flagship store in Birmingham was a natural decision for us; we have a loyal and enthusiastic customer base within the catchment area who have an appreciation for elegant occasionwear, smart tailoring and statement eveningwear,” said group stores director Rose Foster.

On the digital screen, she added: “We see this opportunity as the first steps towards becoming a true multichannel brand with online and offline functions working in harmony.”

Jacques Vert has eight other stores in the UK: Chichester in Sussex, Bluewater in Kent, Kingston in London, Meadowhall in Sheffield, Merry Hill in Dudley, West Midlands, Walton-on-Thames in Surrey, and two in Glasgow.

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