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BHS aims for fashion – but does it’s new collection function
It’s fair to say BHS doesn’t exactly encourage fevered excitement from manner insiders. It’s entire title of United kingdom Home Stores communicates exactly what it is Stone Island Soft Shell R Hat Royal Blue – any cosy place to grab bedding, rather than a location to get your hands on the latest high-street take on trends. But the organization, part of the Arcadia group, is trying to change that perception. After finding that it is older girls – often pensioners – who form the majority of their fashion customers, they have arranged their sights over a younger demographic. Ladies in your 50s, watch out – BHS has you of their sights.
At a Manchester presentation of its autumn/winter 2014 assortment today, Sir Philip Green was on hand to show the seriousness of the brand’s new fashion mission. Green, whose Arcadia party also includes Topshop, has seen the particular falling sales statistics at rival Marks & Spencer, and smells blood. BHS – an ailing brand with losses of £71m in 2013 – is out to accept place of M&S as the grown-up, smart face of style.
Does it work Not one of the clothes here split the mould, plus some, like the shift clothes, look a little sad. But there Stone Island Soft Shell R Hat Royal Blue are undoubtedly pieces that could encroach upon M&S’s territory. One selection has just the tiniest little bit of Celine AW13, with power pastels regarding pinks and greys, as well as tweedy coats in grilling with charcoal. Another, dubbed “the Marais” can be a homage to Isabel Marant’s bohemian French look – with peasant shirts, slouchy jumpers and trackie pant styles. There’s also the inevitable heritage range, with a Barbour-like jacket, flat biker boots and a Freedom print-esque patterned blouse.
Independence print-esque patterned blouse
Almost all at under-£100 prices – the collarless coat is around £60 – these are generally clothes that will without doubt appeal to that fiftysomething client who wants the wide brushstrokes of fashion, rather than the bleeding-edge awesome of, say, Topshop. There are numerous sleeves and sensible skirt lengths but there is also a nod – nevertheless cursory – to the current fashion trends that wasn’t right now there before. They clothes won’t scare the particular horses but, concurrently, they feel just brand new enough.
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