How Warehouse is reinventing itself to survive the high streets

The UK’s high street was severely shaken up last week when department store group BHS and clothing retailer Austin Reed entered into administration days after each other. In order to survive the challenging retail climate, fashion retailers must be able to adapt to the changes taking place. One fashion brand who has been busy reinventing itself to better connect with its core consumers is Warehouse. FashionUnited looks at five of the changes Warehouse has implemented recently to stay ahead on the high street.

New Hires

Last year saw the high street retailer appoint former Hunter creative director Alasdhair Willis as a brand consultant and a member of the board, as well as print designer Emma Cook as design director . Both were taken on board to help rebrand Warehouse in time for its 40th anniversary this autumn, with Cook launching her first collection for the brand for autumn/winter 2016. In addition to these new appointments, Warehouse named Topshop digital director Kate Walmsley as its first customer director earlier this year to oversee the brand’s overall customer experience.

One stop shop for blouses

Warehouse has always prided itself for its strong workwear collection, but for its relaunch the label has shifted its focus back to fashionable basics. This includes offering a wide array of the wardrobe staple: the blouse. Styles range from satin and silk tie-dyed t-shirt versions, to high necked daisy-printed blouses, to graphic print shirts as Warehouse new design director ushers in a new era for the brand.

UK-centric

Although the brand is available overseas, part of its strategy for the relaunch to focus on the Britishness of the brand. Cook revealed to the Telegraph that she aims to celebrate “British unselfconscious” in the collection by pairing together items which normally would not go hand in hand but somehow do, such as clashing prints on a dress or an asymmetrical peplum on a shirt.

All about the branding

In order to fully communicate Warehouse new image, the retailer has reinvented its logo. Although it still bears some similarity to the original logo, the renewed logo features a new font, complete with square brackets and a full stop. In addition to being present across all stores and online, the new logo will also feature on a few of the items for autumn/winter ’16, such a bag, something which Cook enjoys. “I like the cheekiness of it,” she said. “It’s unexpected.”

Price conscious

In an increasingly competitive environment, Warehouse is aware that having the right price for the brand’s position in the market is key for survival. Which is why the majority of the autumn/winter collection is priced for less than 250 pounds. Most t-shirts will retail for less than 30 pounds, whilst a bonded coat will sell for 89 pounds. Cook noted that it was important to her to ensure that everyone could still “buy something nice even if you only have 40 pounds.”

Photos: Warehouse Press