18-20 February 2018, NEC Birmingham

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Q&A: Martina Davis


As one of Moda Woman’s most longstanding exhibitors, Emreco is renowned amongst womenswear buyers for its contemporary and relevant collections. Marketing manager Martina Davis explains how the brand has evolved over the seasons to remain at the forefront of the industry, and why it continues to be a firm favourite amongst consumers. 

Q: Why is Emreco such a hit with retailers and consumers alike? 
A: Our clothes are distinctive and easy to wear, allowing customers to have an individual look, while wearing clothes that are flattering and ageless. We are renowned for our excellent quality of garments which brings customers back season after season. We aren’t shy of colour – we design for the modern woman and create innovative and captivating collections which are fabulously feminine and unique. All our garments are designed in-house – we have a very strong understanding of the UK market and how to design for the British woman. 

Q: Why is Moda Woman such an integral part of your wholesale business? 
A: Moda allows customers to gain a feel and understanding of the concept of our brand, which in turn helps them to replicate it in their stores. They can see how the collections come together, and how to merchandise and style them. It’s important for us that our customers understand the thought behind our collection, so they can communicate this to their customers in store to drive the brand ethos. Also, it’s a great way to catch up with our customers, and get their thoughts and views on current and past collections. We value their feedback as they know what their customers are looking for, and we can help them deliver this. Moda is a key part of our sales and marketing strategy and an ideal way to meet new customers whilst supporting existing ones. 

Q: How do you go above and beyond to support your stockists? 
A: This is very important to us as, essentially, they are the ones selling our brand. We understand that a lot of our customers will have a presence online either for selling or marketing purposes, so we provide a full catalogue of campaign and e-commerce imagery for them to use. We also send out imagery for them to use for display and window purposes. We pride ourselves on being a ‘local’ company, and we have agents throughout the country and a sales & marketing team who are always on hand to help. We try to get out to visit our customers where possible, and spend time in their stores talking to customers about our brand and garments.

Q: What sort of presence have you established over the years? 
A: We currently stock in around 350 retailers all over the UK and Ireland, and have overseas accounts in New Zealand, Gibraltar and Portugal. International expansion is something we are keen to focus on, and Moda is such a key place for helping this to happen. It’s the perfect opportunity to show your brand to potential overseas customers who would perhaps not find you otherwise. 

Q: What were your experiences of Moda when you attended the show in February? 
A: Moda in February was a brilliant show for us. There was a real buzz around our stand; we constantly had new and existing customers looking at the collection and placing orders. The catwalk show was a winner for us – it brought lots of new customers onto the stand and we even secured a new account in a department stores in New Zealand. 

Q: What can customers expect to see this season? 
A: SS18 encompasses Emreco’s signature style mixed full of bespoke prints and designs. Our collection is bursting with fresh and bright new colours such as Cadillac, Liberty and Havana across tropical and safari inspired prints. Pops of pastels make up a collection with sweet shades of Pirouette, Rosewater and Sherbet. Navy is given a refresh, complimented with jewel tones of jade and sharp highlights of white. The collection features lightweight, drapey fabrics with open knits and embroidery playing a key part. 

Q: Who is the Emreco woman? 
A: The Emreco woman is someone who wants a contemporary look with a twist that will give her a feminine and ageless look. This is what we offer through our individual designs, along with our garments unfailing quality and longevity. The Emreco woman is proud to be British, just as we are as a brand. She isn’t about just following trends –she wants timeless style through creative designs. 

Q: Are there any other developments in the pipeline?
A: This year is very exciting for the brand, as we are relocating to Slough - it will be our first move out of Glasgow since we were founded 91 years ago. We are really looking forward to this new chapter, and look forward to what’s coming next.

Emreco returns to Moda Woman this season on 6-8 August at Birmingham’s NEC. Find out more about the brand ahead of the show here 



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