Its wide appeal and attractive pricing make this women’s young fashion brand a favourite with indies.
Young fashion brand Vero Moda is firmly pitched at trend-hungry women aged between 18 and 30 who are keen for product that looks different from the high street’s but which is still competitively priced.
For spring 10, the brand’s 350-piece collection – which will deliver via eight drops – features colour-blocked lantern skirts, sequined harem trousers and peplum dresses in a palette of pastel pinks and soft greys. Wholesale prices start at about £8 for jersey pieces, with dresses about £15, all at a tempting mark-up of between 3.3 and 3.5.
“Vero Moda has a very good sell-through; if we get in a really good style it just flies off the shelves,” says Amy Bates, retail manager at indie Divine Trash in Buxton, Derbyshire. “Our competitors on the high street tend to be New Look and Next, so Vero Moda offers something a bit different but still within that price bracket. Some of the styles are really young and quite edgy but are backed up by good-quality basics.”
The brand is part of Danish brand house Bestseller, which also owns premium womenswear label Selected Femme and men’s young fashion brand Jack & Jones. Its distribution strategy is aggressive and UK sales agent Rhona Colquhoun is planning to beef up its indie stockist list from 80 to 120 by spring 11.
As well as indies, the brand will also be stocked in 50 House of Fraser stores for spring 10 – up from 20 in autumn 09. Half come as part of new shop-in-shop concepts, with the remaining stores fitted with soft treatment areas.
“Vero Moda is perfectly positioned in our young fashion department right next to the high street brand concessions and with a similar price point,” says Claudia Battistel, womenswear brands buyer at House of Fraser. “It is quite young but has a very wide appeal and the regular drops make it a definite competitor to the high street brands.”
Vero Moda is also sold online via Asos, Littlewoods and Oli, while it also has 11 UK standalone stores under joint fascias with Jack & Jones. The brand also launched a small collection into Dorothy Perkins for spring 09 and is now in 30 of the high street chain’s stores.
Spring 10 also sees the addition of a diffusion range, Very by Vero Moda, which sits at a slightly higher price point than the mainline. It has a separate design team and focuses on more luxurious and directional product.
“It is important that our growth is gradual and that we get the right shops stocking the brand,” says Colquhoun. “Very will help us add another arm to our growth strategy.”
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Year Vero Moda entered the UK market
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Vero Moda 01763 846080