Moss Bros is pinning its hopes on more transitional product and store revamps to turn the business around after it issued a profit warning this week.
The business, which runs the Moss and Cecil Gee chains as well as Hugo Boss franchises, blamed the mild weather and the football World Cup for poor sales this year.
"We've had four years of strong outerwear business, but that has been affected by the weather this year," said chief executive Philip Mountford. "We'll move towards more medium and lightweight transitional product, which can be worn as casualwear and formalwear for more of the year.
"The coats that we have sold are a little more casual and fashionable, rather than the classic overcoat, which we will cut down on."
Mountford added that the new Moss store concept, which debuted last year, would be rolled out to 10 more shops this year after sales increased at all trial stores.
Moss Bros warned that profit for the year would be "materially lower than last year". Like-for-like sales fell 1.4% for the 49 weeks to January 6 2007, a further drop from the 0.7% fall for the 26 weeks to October 12 2006. City analysts reduced the profit forecast from about £5.3 million to £3.5m.
The company is the source of continued bid speculation, with investors Baugur and Dawnay Day both thought to be potential bidders.