The Bias Cut rebrands for AW20 with total revenue up by +102% since the relaunch
Online womenswear fashion retailer The Bias Cut has revealed a total rebrand – complete with new logo, fresh website design and packaging to coincide with the launch of its new AW20 collections.
With revenues up by +102% since the relaunch, it’s clearly hitting all the right buttons with its customer base, despite tricky trading times with the ongoing COVID-19 pandemic, restricted hospitality and entertainment options and continuous cancelled events.
The Bias Cut has also put a greater emphasis on British and sustainable brands, as well as promoting the purchases of high-quality investment pieces that stand the test of time. There’s also more accessory and jewellery collections - in response to the new buying patterns of its customers.
The Bias Cut founder, Jacynth Bassett, said: “After a turbulent year so far, AW20 is the ideal time to hit refresh. We believe style doesn’t fade, it evolves, so that’s the mantra we’ve followed throughout - from the AW20 collections to our website rebuild and rebranding.
“We are very excited to continue offering women an empowering, inclusive shopping destination. Feedback has been resoundingly positive, with customers universally praising the revamp for being fresh and modern while staying true to The Bias Cut values and brand they love. And, so far, the stats prove it, with total revenue up by +102% since the relaunch.”
Bassett believes the retailer’s AW20 offer is one of its strongest to date. It continues to support small and independent designers, from favourites Fabienne Chapot and POM Amsterdam, to returning WYSE London, as well as introducing new labels such as Jakke and accessories brands Milk Tooth LND, Laines London and Hattie Buzzard.
The new collections have launched onto the new website, which is now “slicker and smarter” with improved navigation on desktop and mobile platforms.
New website features include a responsive cart drawer and dynamic checkout buttons, joining best loved features such as "Shop By Body Shape" and "Cost Per Wear Calculator".
With celebrity fans including Susanna Reid, Lorraine Kelly, Kate Thornton, Prue Leith, Gok Wan, Jane Felstead, and Charlie Brooks, The Bias Cut has grown organically over the last few years and developed a loyal customer base who “feel part of a community of fashionable women.”
Balancing established with new, the new collections are modelled by familiar faces Anna, Andrea and Grace – described as “40-plus real women”.
Also, in line with its continued commitment to sustainability, The Bias Cut has introduced more recycled and biodegradable fabrics, and styled new season pieces with designs from previous collections to encourage customers to curate a truly timeless and sustainable wardrobe.
