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44 Derek Lovelock (29)

Chairman, Aurora Fashions

Despite preferring to work behind the scenes, Derek Lovelock nevertheless remains a leading light in the world of fashion. After spending 2009 ironing out the wrinkles left following the pre-pack administration of Mosaic Fashions, which was reborn as Aurora Fashions, and working tirelessly to placate landlords and suppliers, Lovelock is back firmly ensconced in his element - product. He spent a large part of this year working with the Oasis team to redefine the womenswear chain’s customer and tailor its product accordingly.

The proof is in the pudding after Oasis, along with Aurora’s young fashion chain Warehouse, benefitted from a strong trend for maxi dresses and floral and ditsy prints this spring.

Strong like-for-like sales at the group - which also includes Coast and Karen Millen - in the first half of the year to July 31 were thanks to the two chains’ being bang on trend. However, while Warehouse and Karen Millen remain teacher’s pets, Oasis still has some way to go to catch up with its stablemates. Lovelock told Drapers earlier this year that Oasis had benefited from a return to core values. “Oasis is offering a slightly more conservative slant on fashion, with a feminine feel with good fit,” he said. With Lovelock focusing on his core expertise, the group is well placed for domination overseas and in the online sphere.

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