Hot on the heels of rival Shop Direct Group’s isme offering, two
more mail order giants are unveiling new brands. Freemans Grattan
Holdings (FGH) has launched Curvissa for women aged 30 to 55
years. Curvissa is FGH’s first plus-size offering and Diane
Fowler, business unit director at Freemans, says it was important
to make it as relevant as possible, “we held several focus
groups with our target audience to find out what challenges they
face when buying clothes. Many felt extremely restricted in the
current market and were still looking for that great plus-size
brand.”
N Brown Group is also targeting the plus-size market with its
latest offering. Aimed at an older consumer than FGH’s Curvissa,
Fabrici targets women aged 56 to 65 years. The brand was created
after N Brown identified a customer segment not adequately served
by its existing portfolio of brands, which includes Marisota,
Simply Be and Classic Confidence. Although older, N Brown says
the Fabrici customer is “internet savvy, stylish and
sophisticated”. New customers will be recruited through
online and press advertising.
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