Ghost and Phase Eight to launch on QVC
QVC UK has signed up two major British fashion brands with Ghost London and Foschini-owned Phase Eight joining other British fashion labels such as Joules, Orla Kiely, Paul Costelloe Dressage, Amanda Wakeley, Lulu Guinness, Biba and Radley on the home shopping channel.
The Ghost edited selection launches this week and includes six vintage-inspired dresses in satin and dye-to-order colours from soft pastels to dark sapphire tones. Sized from XS up to XL, the company is positioning the bias-cut dresses as “the perfect choice for bridesmaids”.
The move to sell on QVC reflects Ghost’s comeback in recent years with the brand having seen healthy sales rises in recent periods, opening new stores and also being distributed in key department stores such as Harvey Nichols and Selfridges. It has continued to make the most of its occasionwear heritage but has also widened its offer.
Meanwhile Phase Eight will launch 21 styles via QVC on February 7 with the selection to include dresses and jeggings.
It will be interesting to see whether any of the other brand that Foschini has acquired - including Whistles, Hobbs, and Damsel in a Dress will also make it onto QVC.
QVC is an important channel for brands in a tough UK fashion retail market as it combines both its online store and a TV store that reaches 27 million UK homes.
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