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Published
Sep 25, 2020
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The Bias Cut rebrands, pivots its product mix

Published
Sep 25, 2020

As it launches its AW20 collection, online, e-store The Bias Cut has revealed a total rebrand, including a new, more streamlined, logo, website design and packaging. And the company said early results are strong with recent sales up 102%.


The Bias Cut's new website design



The company also said its new season “showcases a greater emphasis on British and sustainable brands, promotes investment in high quality pieces that work from season to season, and [has] a Covid-19-inspired pivot to more accessory and jewellery collections in response to the new buying patterns and needs of customers”.

Founder Jacynth Bassett said it’s been a “turbulent year”, so AW20 “is the ideal time to hit refresh. We believe style doesn’t fade – it evolves – so that’s the mantra we’ve followed throughout”.

That means the brand has “stayed true to our values and heart by keeping core elements and features, whilst injecting freshness and refinement”.

The overall offer continues to include small, independent designers, such as Fabienne Chapot and Pom Amsterdam, as well as returning label Wyse London, and new labels like Jakke, plus accessories brands Milk Tooth LND, Laines London and Hattie Buzzard.

The company’s product imagery is “modelled by familiar faces Anna, Andrea and Grace (40+ real women). And, in line with its continued commitment to sustainability, The Bias Cut has introduced more recycled and biodegradable fabrics, and styled new season pieces with designs from previous collections to encourage customers to curate a truly timeless and sustainable wardrobe”.

The collection debut comes with a brand new website that’s “slicker and smarter” with improved navigation on desktop and mobile platforms and new features including a responsive cart drawer and dynamic checkout buttons.

Existing features such as ‘Shop By Body Shape’ and ‘Cost Per Wear Calculator’ have been retained.

The new logo and graphics come with updated colour palettes to introduce seasonal tones among the signature burgundy. This was all designed by creative graphic designer Eliska Haskovcova. 

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