N Brown Group plc, the internet and catalogue home shopping company, announces the launch of “Fabrici”, a new brand targeting 50+ women. Fabrici addresses a gap in the market for sophisticated, quality clothing for the mature woman, offering a unique alternative to the traditional mail order and high street contemporary fashion.
Fabrici will fit alongside other brands, such as Marisota, and underpins N Brown's strategy to provide customers with quality, timeless fashion in a wide ranges of sizes.
Fabrici is the latest in a recent string of successful N Brown brand launches, including Jacamo, which is now the fastest growing brand in the portfolio. N Brown expects Fabrici to continue the strong performance of new names and is aiming to recruit new customers to the brand through marketing initiatives such as internet and magazine advertising.
Fabrici is being launched following a study conducted by N Brown, which identified a new group of potential customers not currently catered for by the current portfolio of brands. These customers are more internet savvy, stylish and sophisticated, and looking for clothing that meets the demands of their busy, diverse lifestyles, with products that fit all sizes and shapes.
The research also showed that customers are keen to have a designer feel to their clothes. John Hinchcliffe, Marketing Director, N Brown Group said: “We are very excited about the introduction of our new brand Fabrici which opens up a whole new market for N Brown to penetrate. Fabrici is a unique addition to our growing portfolio of catalogues and as demonstrated through our recent study, we have listened closely to our customers and are confident Fabrici is the quality, designer brand they are now seeking.”
marketing@alchempro.com
