18-20 February 2018, NEC Birmingham

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Luxury millinery label Vivien Sheriff will diversify its offer this season with the introduction of a new diffusion line targeting a wider consumer demographic. Launching to the trade at this season’s Moda Woman, Vixen Millinery incorporates all the hallmarks of its parent label in less elaborate styling and at a more commercial price point.

Based around four key principles, Vixen Millinery combines contemporary design with sophisticated branding, and offers a bespoke colour matching service at prices from £40 to £100.

“Vixen Millinery is the result of significant industry research and strategic positioning, intended to fill a gap in the market,” says founder Vivien Sheriff. “We particularly listened to the shop owners’ feedback, asking them what shapes were most popular? What sold well and what didn’t? Listening to the market and using the feedback to create this collection was key.”



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