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Littlewoods unleashes two new sub brands for autumn

Littlewoods is to introduce two new sub brands as it beefs up its own-label offer by 40%.

The home shopping and internet business will launch the new brands for autumn 08: Definitions, aimed at 30- to 45-year-olds and Savoir, an eveningwear range. It already has the Love Label and South own brands, alongside its plus-size range So Fabulous.

The own-label strategy is being led by Rebecca Elderfield, creative director for product – a new position – and womenswear buying director Jane Hotz. Elderfield was previously creative director at Jigsaw.

“Definitions is Love Label grown-up,” said Hotz. “We are using luxury fabrics, leather, velvets and in-house prints, all unique to Littlewoods. This customer has always been out there, but we’ve never catered for her before. We want to give her classic staples.”

Savoir is an extension to Littlewoods’ South brand, which focuses on casualwear and daywear for 35- to 65-year-olds.Hotz said: “Savoir will feature quality fabrics, value-added detail and embellishments such as lace and tweed.”

Savoir skirts will sell for about £25 and coats £85. Definitions dresses will be £45, with coats from £75.

Littlewoods’ catalogue and website will be updated to better distinguish each brand.

Separately, model and lingerie entrepreneur Caprice has lent her name to an occasionwear range for Littlewoods. Glam by Caprice will launch in July with six pieces. A silk dress is £90.

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