The fashion business, by and large, has proved remarkably resilient in the recession. Some big names, Aquascutum and Jaeger, have hit the buffers but such brands always seem to live on under another optimistic owner. House of Fraser and Debenhams, which many have consigned rather too soon to the knacker’s yard, seem to be thriving. And online retailer Asos is going from strength to strength (greatly aided by the financial support of my son).
Traditional fabrics are all the rage now: young people (without golf clubs) are being detected in Pringle sweaters and dear old Harris Tweed is making a comeback,
Pure Collection marketing director Katherine Ling says: “We’re eager for the exciting new thinking and opportunities that ais London can offer to this project and the brand overall. Not only does the agency bring extensive digital and CRM expertise, but also strategic support which will actively contribute to bringing our brand to a wider target audience in a more creative way.”