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Temperley alters prices to grow customer base

Temperley London has lowered its pricing from its autumn 14 pre-collection to appeal to a wider customer base.

The luxury womenswear brand’s entry price point for dresses is now £495 compared with £650 for the autumn 13 pre-collection.

All dresses are now under £2,000, whereas previously the highest was £2,850.

Founder and designer Alice Temperley told Drapers: “We have stretched out our entry price point as we are trying to appeal to all and give lots of different options.”

Temperley said the latest range has a strong focus on local production. “We’ve brought things back to Europe and are now doing a lot of manufacturing in England,” she said.

The collection includes a strong focus on separates with pieces including silk shirts and tuxedo style trousers with French lace. “We’re focussing a lot more on pencilled and slim line silhouettes,” said Templerley.

The range also includes a variety of different textures and effects from stain glass style embroidery to embossed leather. 

For sister label Alice by Temperley, prices will drop slightly, by £20 for an entry-price dress. Pieces will range from £275 to £650.

Madeleine Macey, Temperley London communications director, said: “We are trying not to be positioned just as an occasionwear brand but as a daywear label with occasionwear. The Temperley London line has grown up a little bit, it’s got a bit more attitude and become a little sexier, while the Alice line has lost a bit of its girliness.”

In September, the British label unveiled former Céline vice president Ulrik Garde Due as its new chief executive. He has been tasked with turning the business into a global lifestyle label.

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