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Lambretta ‘won’t go downmarket’

The new licensee for young fashion brand Lambretta has sought to reassure independent stockists that the brand will not be moving “downmarket” as he cuts prices.

Glen Briers, owner of wholesaler Ski and Sport, told Drapers worries that the brand would move into discounted retailers like Sports Direct were “unfounded”.

He said: “No decision has been made on where the product will be stocked. Nothing has been sold to anyone, we are getting the new stock in now and will be showing it at Moda for the first time this month.

“We’re setting a level playing field – the lower prices and higher margins will be for everyone.”

Readers' comments (10)

  • Economical with the truth here. Who is 'everyone'?. You wouldn't make a very cheap collection without knowing where it is going to end up. Indies won't take it. The brand wasn't remotely expensive anyway with entry level tees at £8.00, so price drops will mean downgraded quality. There is fair argument that the brand was too cheap and needed to go more premium, but that opportunity has sadly been lost.

    Briers needs to make it 100% clear to existing retailers exactly what stores he plans Lambretta clothing to be in, because the current ambiguity in his comments isn't doing him any favours.

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  • I say well done to Mr Briers .. I have watched this brand slip away from the high street .. true the brand wasn't remotely expensive ..but where was it !!!!!!!
    Going down hill fast run by people with no idea on how to run a brand. I don't know Mr Briers, but it is obvious to me that
    he is going to do something both exciting and meaningful with a sleeping giant.

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  • I cannot think of a single brand that has ever created a sustainable future by significantly reducing its prices. Any brand that has reinvented itself successfully has always gone more upmarket, especially as the gap between high street and independent level widens.

    Taking Lambretta further down the food chain is a desperate last throw of the dice and shows no insight. The brand needed price increases of around 20% with an attempt for a higher level of distribution than it currently possesses, but instead it would appear that Briers will take it down to the lowest common denominator.

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  • Market Stall trader mentality - RIP

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  • All fashion retailers should be wary about dealing with these guys as they simply don't understand fashion (they are out and out clearance boys dealing at the bottom of the market) its the same with the guys who now own Matrum and Boneville they all work together in the clearance market selling gear to who ever will take it - these business are not about brand building at all

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  • Though it was worth bumping this thread as often happens, Drapers will do a headline PR piece that contradict the facts.

    As everybody in the the trade now knows, Briers is selling to anyone and everyone, wholesalers and retailers, and can currently be seen in TX Maxx for £9.99.

    So maybe Drapers can look at the original headline again 'Lambretta won't go downmarket' and look at themselves at why such a headline was made when there was absolutely no evidence to support it! Just because a brand tells you x, you don't print it if you know it isn't true, which in this case, everyone knew that Lambretta was going to be taken to the lowest common denominator. And it has! Maybe Drapers should do a follow up??

    A valuable lesson for any publication that wants to have integrity and respect - Print the facts, not the PR Spin.

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