We have all been watching the Alexon Group struggle for some time now, driven by some force to will customers into behaving against type and be enthusiastic about their ageing brands. Re-invention has been on the cards with each news alert about the group over the last couple of years but if things have changed behind the scenes I'm not sure the customers have noticed en masse.
Much trendier options are available for ladies of a certain age and I'll be frank I'm not keen to relive the days when I wore Dash tracksuits (cringe). The real point of interest in my eyes is how the 800 odd concessions in the likes of John Lewis and Fenwick will change. Brands such as Phase Eight and Kew159 have the products to soak up the space with both making vast improvements to their ranges over the last year.
The Alexon Group will no doubt also look at the viability of the 80 standalone stores they have. Interestingly their online performance has improved under the recent appointment of Group Ecommerce Director Giles Delafeld who is fresh from turning around the online performance of Blacks Leisure. EG
