Very raises bar on fashion offer with launch of new ‘elevated’ own-brand
Digital retailer Very has today launched a new ‘elevated’ own-brand called The Very Collection, bringing together its V by Very and Everyday brands under one revitalised label.
The Very Collection offers "timeless wardrobe staples", refined seasonal pieces and bold trend-led designs for AW25 across womenwear, menwear and kidswear.
The launch sees Very increase its own-brand product range options by 15% compared to AW24, with prices ranging from £4 to £250.
Sam Wright, Chief Commercial and Strategy Officer at The Very Group, said: "This new launch is the natural next step for our own-brand proposition, bringing together fashion fundamentals and the finishing touches to complete any look.
"Alongside introducing fresh and exciting ranges, the new collection brings together the much-loved V by Very and Everyday brands under one revitalised offering. This means customers can still find their favourite products while discovering something new.
"Enhancing our own-brand range is a key part of how we help families get more out of life, and we’re excited to continue building on this over the next 12 months as we expand the collection into other categories."
Victoria Nelson, Trading Director at The Very Group, added: "The Very Collection is an exciting new launch for us, which is centred around style and quality.
"We have elevated our quality levels, and the new own-brand collection aims to improve our fashion and design credentials by delivering much loved wardrobe staples alongside new season trend must haves. The Very Collection has everything covered."
The new launch comes as consumer research from Very shows that 51% of women feel more confident when they have a set of versatile, go-to pieces, and 72% agree a curated wardrobe of quality staples makes dressing each day "simpler and more enjoyable".
Jessica Myers, Chief Customer Officer at The Very Group, said: "The Very Collection has been created with our customers at its heart. We’ve spent months listening to feedback, understanding what makes our customers feel their best, and that’s exactly what The Very Collection is here to deliver."
The new own-brand range is also being brought to life via Very’s latest ‘Haus of Flamingo’ TV campaign called ‘The Exhibition’, launching on screens from today, 4 September.
The campaign shines a spotlight on standout pieces from The Very Collection. It features a ‘hero’ 30-second TV advert, complemented by shorter versions and a wide range of social first and influencer-led content.
Additionally, in a first for the digital retailer, Very is opening the doors to ‘The Very Big Wardrobe’ tomorrow - a two-day immersive fashion experience on New Bond Street, London.
Taking place from 5-6 September, the new event invites guests to ‘step inside’ and explore Very’s new AW25 collection.
Over the two days, visitors will discover interactive moments and "fashion-first experiences" that put individuality at the heart of the shopping experience.
Those attending the event will have the chance to benefit from one-to-one personal styling sessions with expert stylists.
Myers added: "With The Very Big Wardrobe, we’re inviting everyone to explore their fashion favourites and discover pieces that reflect their unique style. It’s a moment we’re incredibly proud of, and we can’t wait for our customers to experience it!"
