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Womenswear label Mirror Mirror rebrands

Womenswear label Mirror Mirror has rebranded as The 8th Sign and lowered its price points ahead of a planned ecommerce launch next year.

The brand was forced to change its name after it discovered another fashion company was trading under Mirror Mirror in the UK. Yasmin Todd and Melissa Barton, who first launched Mirror Mirror in January, said the new name has been “very well received”.

They have taken the opportunity to refine the brand’s offer, focusing on dresses in crepe and wool blends, lace and some PU, rather than the wider range it had at launch, which included separates and outerwear.

The 8th Sign has the same target demographic as Mirror Mirror: professional women in their early 20s to mid-30s who prefer investment buys to throwaway fashion, along the lines of brands such as Self Portrait, Three Floor and AQ AQ.

“All styles are designed to have standout details that you won’t usually find on the high street, with a particular focus on dresses after feedback from retailers that this was where they thought the greatest opportunities lay,” said Barton.

However, for spring 16, wholesale prices range from £33 to £73 for dresses, with a mark-up of 3; compared to an average of £80 for a Mirror Mirror dress.

The 8th Sign is available on Asos and stocked in 18 independents in the UK and Ireland, including Boudoir Boutique in Liverpool and Pilot in Leicester. It will go into Littlewoods for spring 16.

It has a new London agent, Out + About Showroom, which also sells Mink Pink, Somedays Lovin and Foxiedox.

Barton and Todd plan to launch a transactional website for autumn 16.

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