Freemans launches ‘The Icons’ collection to “bridge inter seasonal gap”

Digital department store Freemans has this week launched ‘The Icons’ collection featuring seven fashion pieces created specifically "to bridge the gap at the end of spring/summer and the start of autumn/winter".

There is also an accompanying new campaign that is set to run for two months across Freemans’ own digital, social and PR channels.

The "must have" pieces which sit neatly between the two seasons and reflect a change in customer mindset, include a striped cardigan, pinstripe suiting, wide leg trousers, boyfriend shirts, skirt dresses, midi skirts and statement T-shirts.

Richard Cristofoli, Chief Customer Officer at Freemans, said: "It’s time for us to align seasonal transitions to the customer mindset. The end of season sales, followed by the first drop of autumn/winter in September - which sees things like coats and jumpers in window displays and on online landing pages - no longer aligns to what the customer is wanting.

"Through the launch of The Icons, we have deliberately tried to bridge this inter seasonal gap, with specially curated iconic products to entice and serve what we know is a changing customer need, all under pinned with every day great value and our free delivery and returns promise."