Home / Knowledge / News / Fashion / Very invests £2mn to launch new womenswear brand
Very invests £2mn to launch new womenswear brand
Sep '13
Digital department store, Very.co.uk, has invested £2m in an above the line campaign to support the launch of its new womenswear brand, Definitions.

Definitions is designed to take stylish, professional women from day through to evening by offering a versatile range of edited trend essentials, with a particular emphasis on separates and dresses.

Very.co.uk's advertising campaign for the label is based around the idea of 'everyday stylish' - that no matter how mundane or banal the situation, the right outfit can make you feel fabulous.

Very.co.uk worked with its retained creative agency, St Luke's, to create the campaign. It will run across TV, print, outdoor and digital for five weeks, with the 30" TV advert breaking during tonight's Emmerdale and the extended 40" edit appearing during X Factor on Saturday 7th September.

Jon Owen, retail director at Very.co.uk, part of Shop Direct, said: "At Very.co.uk, our aim is to make great style accessible to everyone through a combination of big name brands and exclusive own labels. For some time now, our customers have been crying out for a trend-led yet affordable collection of chic, well-cut pieces that can be worn to the office and then styled up for the evening.

"With Definitions, we think we've struck the perfect balance of design, quality and price and this campaign really delivers that message. We're looking forward to seeing how both the collection and advertising campaign resonate with women across the UK."

Al Young, executive creative director at St Luke's, said: "Definitions is a cutting edge fashion brand and needed a cutting edge ad campaign to match. The directors, Canada, have given us the look and feel we were aiming for - edgy and cool yet still playful and accessible."


Must ReadView All

Sri Lanka reduces VAT on imported fabric to 5%

Textiles | On 24th Sep 2018

Sri Lanka reduces VAT on imported fabric to 5%

Considering the requests made by the stakeholders in the fabric...

E-com firms in India to deduct 1% TCS under GST from Oct 1

Apparel/Garments | On 24th Sep 2018

E-com firms in India to deduct 1% TCS under GST from Oct 1

E-commerce companies in India will have to deduct 1 per cent tax...

Courtesy: Andritz

Textiles | On 24th Sep 2018

'Strength of economy, demographics drive nonwovens demand'

The strength of the economy and demographic trends are the main...

Interviews View All

C. Dhandayuthapani, Mag Solvics Pvt. Ltd

C. Dhandayuthapani
Mag Solvics Pvt. Ltd

ITME 2016 exploited our full strength like never before

Cyril Pereira, Reed Exhibitions India, organiser of Asian Machine Tool Exhibition 2016

Cyril Pereira
Reed Exhibitions India, organiser of Asian Machine Tool Exhibition 2016

'Major problem in the textile machinery manufacturing industry is the lack ...

Mukesh Agarwal & Rajesh Agarwal, Madhuram Fincap Pvt Ltd

Mukesh Agarwal & Rajesh Agarwal
Madhuram Fincap Pvt Ltd

Increasing prices and lack of demand main issues facing industry



Italtex is a leading studio publishing fabric trend-books since 1959....

Harmeet Singh,

Harmeet Singh

New Delhi-based Jogindra Industries Private Limited provides an assortment ...

Vikas Banduke,

Vikas Banduke

Softech Controls Private Limited (SCPL) is a part of the Cotmac Group, an...

Silke Brand-Kirsch, Schlegel und Partner

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Isabel Herranz, European School of Business & innovation

Isabel Herranz
European School of Business & innovation

Cutting-edge ideas like the Internet of Things and artificial intelligence ...

Steve Cole, Xerium Technologies

Steve Cole
Xerium Technologies

Steve Cole of Xerium Technologies discusses the industry. Xerium is the...

Tony Ward, Tony Ward

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Mike Hoffman, Gildan Activewear SRL

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

Varsha Wadhwa, VW

Varsha Wadhwa

Coming from a family that ran a business of jute and linen mills since...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments

September 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category

Related Categories:

Advanced Search