Reiss has created a new direction for its 1971 Reiss diffusion range to visibly differentiate it from the premium retailer’s mainline.
Launched initially for spring 10, the 1971 collection has been redefined for spring 13 with a focus on “youthfulness”.
According to brand director Andy Rogers, Reiss wants to recapture some of the success it had with 1971 when it first launched.
“I think the problem with 1971 is that it became a bit of a victim of its own success, and because of that the pieces became more adopted into the mainline,” he said.
“For spring 13 we have focused on youthfulness and making the collection more defined.”
As well as a change in direction, both the women’s and men’s collections have been reduced to a standardised 71 pieces for each, although the pricing architecture has not been altered.
“We’ve always aimed for 1971 to be about 20% cheaper than the mainline and for spring 13 that remains the same,” Rogers said.
The new 1971 collection will be unveiled at an event scheduled to take place at the same time as the next edition of London Fashion Week in mid-February.
It will be available in 30 of Reiss’s top-performing stores and online.