5-7 August 2018, NEC Birmingham

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Q&A: Fashion Hse


With over eight decades of experience, there’s not a lot that agency Fashion Hse doesn’t know about womenswear. This season will see the Moda Woman regular return with leading brands Steilmann, Peruzzi, Personal Choice, Naya, Kate Cooper and new arrival Diane Laury, as sales director Marc O’Rourke reveals. 

Q: What’s the story behind Fashion Hse
A: Fashion Hse was established in 1933 by Francis J. O’Rourke, and remains family-owned to this day. The current Managing Director Colm O’Rourke, is the third generation of the O’Rourke family to continue pioneering the business to the forefront of the fashion industry. Our loyal staff and customers underpin our success and continue to enable us to be a premium fashion supplier.

Q: Why is Moda Woman an integral part of your sales strategy? 
A: We feel that Moda is the perfect fit for each of our brands. The event is well-organised and attracts our target market. We’ve always found Moda to be one of the most important shows for launching and selling our latest collections; it’s a truly professional event. 

 Q: You recently re-introduced Steilmann to the UK market – how was it received? 
A: We have had a very positive response with the reintroduction of Steilmann to the UK. Its existing customer base is very loyal to the brand, and appreciates the quality and style of the collection. There are many key pieces that customers found hard to replace, so they were thrilled to see the return of the collection.

Q: What are you hoping to achieve at the show this February? 
We are excited about launching our new collections and we can't wait to see how the market reacts to them. We have worked extremely hard on each of the collections, and Moda is the perfect event to showcase them. We hope to maintain our current customer base while attracting some new customers also. 

Q: Why should lapsed or new accounts take a fresh look at the Fashion Hse portfolio?  
A: We have a wide range of dynamic and fashion forward collections ranging from timeless to contemporary; urban to occasion wear - all under the one roof. We continuously strive to design and deliver fresh collections each season to the highest specification and quality. We invest heavily into understanding our target customer and we always strive to exceed their expectations. 

Q: How do you support your retail partners? 
A: We work closely with our retail partners to help them to promote and merchandise the collections for the optimal impact and result. We provide our retail partners with high quality product images and marketing collateral.  We also promote and increase brand awareness of our collections through many channels such as social media, TV and in print publications.  

Q: What’s new for autumn / winter 2018? 
A: Colour and some new textured fabrics, and our brands are using natural fabrics wherever possible. We will also be introducing a new collection Diane Laury from Lille in France into the UK market. We have had three seasons in the Irish market to test the brand and its sell through and it has been a great success.

Connect with Fashion Hse and its unrivalled offer of womenswear collections at Moda Woman this season on 18-20 February. 



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