New Shop Direct CEO is wasting no time in getting to grips with the task at hand. One of the first decisions under the new regime is to close the Very Exclusive website and instead seek to migrate some of the premium brands it offered onto the main Very site. It is being questioned whether upmarket brand owners will like the idea of their ranges being associated with the “very” much more downmarket products carried by Very.
There again, others suggest it would work to democratise the fashion on offer and potentially drive new demand. However there is considerable competition at the higher ticket end of the market driven by the likes of YNAP, Farfetch. Matchesfashion, and on a smaller scale, Atterley, not to mention the fashion brands operating their own sites, so this move could well see Shop Direct return to its roots.
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