June 20, 2013 06:00 ET Launches New Label for Sophisticated Fashion Shoppers

LONDON, UNITED KINGDOM--(Marketwired - June 20, 2013) - Shop Direct Group, via its brand, has unveiled a new fashion label aimed at taking stylish, professional women from day through to evening.

Definitions aims to support primarily 26-35 year old women by offering a versatile range of edited trend essentials. Each season, the collection will feature more than 100 new pieces, with a particular focus on separates and dresses. Price points for the range will be maintained in line with, or up to 10% lower than, those of competitors.

With quality fabrics and trims at the heart of Definitions, bespoke prints have been sourced for the label from both vintage and specialist houses. Key pieces for autumn/winter 2013 will include a boyfriend coat at £59, blouses from £18, leather trousers, a tuxedo jacket and a wide range of dresses.

Definitions will launch on the site on Thursday 20th June, with a multimillion pound, 12-week advertising campaign due to begin in September across TV, press, outdoor, video on demand and social media.

Karl Doyle, group product director at Shop Direct, said: "Definitions has been a long time in development and we're delighted to finally be unveiling the label.

"There's a huge market in the UK for trend-led fashion that takes women from office to bar but, according to our customers, only a handful of players are getting their offer right. With Definitions, we're aiming to answer that growing customer need for simple silhouettes that work hard from day to evening, which can be styled up for more formal occasions and that will last season after season.

"The keys to that are superb cuts, fabrics and prints and, in Definitions, we believe that our design and buying teams have developed a collection that delivers on all three counts. Couple that with the ability that we offer to either pay cash or spread the cost and we think we have something that women will love to build their wardrobes around."



  • is part of Shop Direct - the UK's leading multi-brand digital retailer.
  • boasts celebrity collections from Fearne Cotton, Holly Willoughby and many more.
  • Shop Direct has annual sales of around £1.7bn and delivers more than 25m parcels a year to millions of active customers.
  • The Shop Direct brands receive over 750,000 website visits every day.
  • sells more than 800 brands - including leading fashion labels and our own brands.


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