Discover the highly-anticipated return of Laura Ashley’s fashion line in SS24. In an exclusive interview, Poppy Marshall-Lawton, VP of the brand, shares strategic insights, collaborations, and the comprehensive marketing plan for the April launch.
Laura Ashley’s SS24 Fashion Comeback: A Revival Story
Laura Ashley, the renowned fashion brand, is set to reclaim the spotlight with its SS24 comeback. Under the new ownership of Gordon Brothers and a strategic partnership with Next, the brand promises a nostalgic yet contemporary fashion experience. In an exclusive interview with Poppy Marshall-Lawton, Vice President of Laura Ashley, we delve into the brand’s revival journey and what to expect from the April launch.
Why the Fashion Relaunch? While the brand has been active in collaborations, the decision to relaunch the fashion segment stems from a strategic evaluation. Despite the success in the home category, the fashion relaunch aims to recapture the essence of classic Laura Ashley fashion that loyal customers adore.
Collaborative Business Model: Next and Beyond The business model revolves around a collaborative effort between Laura Ashley’s brand team, led by Head of Design Helen Ashmore, and expert partners like Next. The collaboration extends beyond the UK and Europe, with international partnerships already in place, including a successful venture in Japan.
Strategic Timing for SS24 Launch: April Unveiling Timing is crucial, and the brand has strategically chosen April for the SS24 launch. This decision allows for a focused presentation of vibrant cotton dresses and a seamless transition into spring. The team emphasizes the importance of taking the necessary time to perfect materials, colors, and overall feel.
Launch Plan: Online and In-Store The main launch will be online, providing accessibility to a global audience. Simultaneously, the brand plans to unveil the collection in select Next stores, with a minimum of five locations. The flagship store in Westfield White City will serve as a template, ensuring a cohesive brand experience.
Cohesive Brand Identity: A Seamless Fusion Maintaining a cohesive brand identity is a top priority. The appointment of a ‘head of design’ reflects a return to the brand’s origins, ensuring a seamless crossover between home and fashion. Prints selected from the archive will resonate with both categories, preserving the brand’s unique aesthetic.
Global Expansion and Collaborative Influence With a renewed focus on global expansion, collaborations play a pivotal role. Collaborators bring fresh concepts based on seasonal trends, enhancing the brand’s appeal. The influence of collaborators, such as Batsheva, brings a unique touch to the collection.
Future Collaborations and Marketing Strategy While future collaborations are in discussion, the brand is open to unexpected partnerships, aligning with Laura Ashley’s history of bold choices. The marketing strategy includes launch events in April, collaborative efforts with Next, extensive digital marketing, and a photoshoot on the Welsh coastline, emphasizing the brand’s heritage.
Don’t miss the much-anticipated return of Laura Ashley’s fashion line. Stay tuned for exclusive insights, behind-the-scenes moments, and a fashion experience that seamlessly blends nostalgia with modernity. Laura Ashley SS24: Where Classic Meets Contemporary.
