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February 18, 2009
Austin Reed to revitalise Viyella | www.retail-week.com
In a very difficult climate of trading in the UK, brands need all the help they can get. Viyella has been one 'name' that has traditionally stood out for quality if not for styling. It now looks as if it is about to get the attention it deserves as a brand. Austin Reed Group are a well matched group to revitalise the Viyella brand. Controlled by the same CEO who has been responsible for the brand revitalisation of Country Casuals as CC, the omens are good for Viyella. I believe within 2 to 3 seasons we will see a new look and new marketing that excites women of a 35 to 55 age range (assumed!) when they visit Viyella shops and concessions.
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