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Brandwatch - Jacqueline de Yong

It may be the little sister of Bestseller’s Only, says Ian Wright, but big things are expected of this newcomer.

THE BASICS

Wholesale prices £1.66 to £8.33
Website www.only.com
Telephone 07972 870779 (UK sales)

Just when you thought the roster of Bestseller brands couldn’t get any bigger, along comes Jacqueline de Yong, new little sister to denim label Only. The sub-brand shares Only’s genes (and jeans) but with looks and pricing to suit a younger audience.

The collections are built on a foundation of strong, affordable denim - generally slim and skinny fit, washes run from indigo to stonewash and include neat rips, sharp zip details, sleek-coated finishes and pastel colourways of lemon, pink and mint.

The denim offer also includes shorts. ‘Shorts? But we’re buying autumn 13’, I hear you cry. Yes, shorts. Another benefit of how Danish owner Bestseller has set up the brand is that Jacqueline de Yong offers four collections a year plus a series of express ranges: if you order from the debut express range (spring 13) now, you can expect delivery in March.

This multi-seasonal approach influences the rest of the range - the lookbook images above come from both spring and autumn collections - as well as the varied denim, some T-shirts carry slogans, graphics and animals, plain styles are loose, draped and relaxed while knits are generally mid-weight and feature cable, bobble, mélange, waffle and block-colour options.

Yes, it’s fun and young. But Jacqueline de Yong still manages to retain a clean Scandinavian feel derived from its parent company, crucially giving the brand the look of a far more premium label than the wholesale prices - boasting a mark-up of 3 - suggest.

Brand manager Helle Stougaard says: “We give you the best products at the best price - without compromising the quality.”

Visit Vision in Copenhagen or showrooms in Manchester and London to decide whether this latest Bestseller baby is your one and Only.

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