The move to add Marios Schwab to the Edition concept follows hot on the heels of his spring/summer 2013 show, which received rave reviews at London Fashion Week last Sunday.
The strong sales update comes off the back of Debenhams’ concentration on the expansion and evolution of its designer offering, strong growth in both multi channel (online sales +40%) and international markets, and a successful store modernisation programme to improve the customer experience. These results suggest that customers are increasingly seeing Debenhams as a market leader in great quality, designer fashion and a retail destination of choice.
Marios Schwab will launch an exclusive range for Edition, which will debut for autumn/winter 2012 and has been specifically designed to appeal to women who want contemporary style that makes a statement.
The new signing is testament to the growing success of Debenhams’ designer stable that includes the likes of Jonathan Saunders, Roksanda Ilincic and Henry Holland. The move acts to further cement Debenhams’ designer fashion credentials, in particular the ‘next generation’ of design talent first introduced by the Edition model last spring.
Edition is a more fluid designer concept, where talent is signed up for a minimum of four seasons, with the aim of finding the next generation of designers at Debenhams.
Says Michael Sharp, Chief Executive of Debenhams: “We are delighted to announce the addition of Marios Schwab to the high calibre of design talent we house within Debenhams. Our designer collaborations are something that we are really proud of, and we are committed to building on its success.
“We have put a renewed focus on designers at Debenhams and really bought this to life through our recent advertising campaigns, and by refreshing the designer offer with the introduction of Edition. Customers can shop established industry names such as Jasper Conran, Betty Jackson and Julien Macdonald alongside new designers such as Marios all in one place.”
Launching in time for Christmas, Marios’ range consists of beautifully cut, modern dress shapes which can be worn for daytime or evening. Known for his unique talent of understanding the contours of a woman’s body, the range taps into this, creating clothes which make women feel confident, special and individual.
Said Marios Schwab; “Working with Debenhams on the range has enabled the Marios Schwab brand to be introduced to a new, exciting and strong-minded Edition customer. It has been a great experience to introduce elements of the DNA of my label to a wider range of women, taking inspirations from signature pieces of my collections and adapting them in to a product for a customer who is confident and knows exactly what she is looking for in her wardrobe.
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