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Reiss plans young, cheaper sub-brand

Premium high street chain Reiss is launching a younger, lower-priced sub-brand for autumn to widen its customer base.

The sub-brand, which will have a separate name that is yet to be finalised, will be aimed at men and women aged 25 and above. It will feature denim, tops, dresses and tailoring, and also include the retailer’s first full jeans range for women.

Reiss brand director Andy Rogers, who joined the company last year from designer label Stella McCartney, said the new label would be more trend led and edgier than the mainline, but retain a distinctive design handwriting.

He added that the label had the potential to have its own standalone stores, pop-up shops and collaborations with other designers at a later date.

Rogers said: “We want to expand the brand offer and the new label will have classic Reiss elements and signatures, but with a more directional feel and a wow factor.

“The range will include more than denim, but will be a significant step into that market for us,” Rogers added. “Not enough people know about us and know how good the prices are. People might buy a Reiss suit for work or a dress for an occasion, but not necessarily for relaxing at the weekend.”

The new label will also help Reiss expand its price architecture, supplying some of the retailer’s opening price points. Denim will start at £69 compared with £79 in the mainline. Other prices are being finalised.

The denim ranges will go into all of Reiss’s stores, with the rest of the collection landing in selected stores from August.

Reiss is also relaunching its transactional website next month.

Reiss has about 60 stores in the UK and Republic of Ireland, and also sells in Selfridges and John Lewis. It also has 40 international stores in the US, France, China and the Middle East.

Readers' comments (2)

  • This idea is nothing new, but with the Reiss name behind them they could make it work. The one thing that worries me is that there price point is still to high.With more and more compaines going for the lower price point these days in a tough retail market. The idea of this is to really pull in more customers, say a younger market and hold on to them and see them stepping up to the top end range later, but if denim only starts at £10 less than the mainline Reiss, thats not really giving a chance to get onto the Reiss ladder, after all this is going to be a sub-brand, sub meaning not as good as the main brand?

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  • I am glad to see that Reiss recognise that they have excellent brand equity in the international market place which covers a broad audience demographic and psychographic.
    Reiss are now providing a sub brand to cater for their aspirational yet loyal customers who would frequent their stores more, if the price points weren't so high. However, this does not mean, such customers want to buy cash cow, short lived "trend" products like Primark. I am guessing this type of customer would want a directional yet timeless garment that they can wear 4 seasons later and be proud to say what label it is! It is still all about cost per wear..
    So, I think their plans for a new "sub brand" catering to their described target audience cluster makes alot of sense.
    If I may, I would like to enlighten Silver Man about sub branding - a sub brand can carry the brand equity of the parent brand (REISS) in many ways. Successful sub brands should also reflect their own personality throughout all brand touch-points e.g. staff, retail environments, the product , marcomms etc.. Reiss's new sub brand should be a success, despite the economic crisis, if REISS make sure that they understand, every little detail about their target audiences needs and desires. It is all about the customer and having staff that are intuitive, can tap into their needs and deliver what they promise. The sub brand in turn should build the parent brand equity too. The trick is, to make sure the two brands don't veer off track and stay true to their offering and customers!

    Love from an existing customer who can't wait to get their mitts on Reiss's new "sub" brand!

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