The business continues to be brand-led. We have a strong portfolio of brands that are clearly positioned to complement each other and offer sufficient points of difference to ensure very little overlap. Our new Group Brand Director, Jane Denereaz, has been working hard to stabilise the brand division, following significant personnel changes, and to further professionalise our sales and marketing function.
Under Jane Denereaz, Lepel has undergone a significant investment into new, strong brand identity, including all aspects of branding, from labelling, to a full in-store fixture programme. It is still early, but already we are witnessing a positive consumer reaction, with many retailers reporting an increased sellthrough.
This has to be capitalised on during the autumn, with a strong push by our sales teams to sell repeat orders from our key line stocks.Lepel has also actioned a subtle repositioning away from over-dominance of fashion lines towards styles considered to be more core, with potentially stronger repeat activity.
This acts as a better safeguard in derisking the brand in a market downturn, whilst establishing a strong core, volume driven business in the future.
Intimas Group plc is a designer and supplier of ladies' intimate apparel and swimwear with a portfolio of brands comprising Lepel, Discover Mademoiselle, Charnos Lingerie and Ted Baker Intimates.
marketing@alchempro.com
