Jacques Vert is to reposition its brands to target a younger market.
The classic womenswear house, which owns the Jacques Vert, Planet, Windsmoor and Precis Petite labels, has given Planet brand director Jane Stott brand director responsibilities for Windsmoor and employed a raft of new in-house designers to revamp the brands.
Stott joined Jacques Vert as brand director for Planet in September last year. She replaces Alex Warner, who left Windsmoor earlier this year. Jacques Vert and Precis Petite will be updated following the Planet and Windsmoor relaunches.
Jacques Vert, which reported a pre-tax loss of £2.9m in the year to April 25, is among a number of mainstream womenswear companies reinventing themselves with a younger look amid growing demand for more contemporary fashion from the 40-plus female shopper. Last week, Drapers reported that Alexon Group, which owns brands such as Dash, was pursuing a similar strategy.
Stott has already part revamped Planet for autumn 09 to shift its target customer from 45-plus to 35-plus. Spring 10 will be the official relaunch. Stott said: “We are taking Planet back to being an occasionwear and tailoring specialist. We’ve bought more exclusive prints and introduced statement pieces in suede and leather.”
Stott has employed designers from retailers including Arcadia, Marks & Spencer and The White Company to lead the revamps.
Windsmoor will relaunch for autumn 10, but some elements will filter through for spring 10. It will use more luxurious fabrics, cleaner lines and feature more trends.
Both chains will maintain their pricing structures.