JD Williams range targets younger market

JD Williams, the catalogue clothing retailer which targets women over size-16, is launching a new catalogue aimed at a younger market.

The new range, called Simply Be, is aimed at 20- to 40-year-olds of sizes 16-30 who JD Williams says have been neglected by clothes retailers, despite making up a large part of the UK market. Half of all women in the UK are over size 16.

The new catalogue will be launched as part of a 1.3m investment. It includes a TV campaign through Advertising Principles and a commissioned study by Manchester Metropolitan University to assess the fashions available to younger, larger women. Results are expected to be announced when the catalogue is launched next month.

JD Williams marketing director Nigel Green estimates the potential market for large-size fashions is worth 100m.

He says: “Larger-sized fashions have a natural fit in the home shopping market. There is a core of young women who shop with us already, but there hasn’t been a catalogue specifically for them.”

The Simply Be range of clothes is described as “contemporary street fashion” and includes tailored suits, separates, summer casuals, lingerie and swimwear.

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