David Jones revises its image
David Jones expands its fine jewellery range
3.7 k views | Posted August 02, 2011 |
By Aaron Weinman
Department store David Jones has announced plans to expand its fine jewellery range with the addition of luxury brands Gucci and Yves Saint Laurent .
Explaining the move David Jones Group Executive for Fashion and Beauty, Sacha Laing said, “The new [jewellery] brands announced are particularly exciting because they range across our most popular categories and will collectively appeal to a broad spectrum of customers.”
The upmarket retailer has also secured new, spring jewellery ranges from Calvin Klein, Ted Baker and Belle Noel.
“We are looking to create a fresh brand campaign this season. Something new and modern,” General Manager of Corporate Affairs, Helen Karlis said.
“Gucci Jewellery and Yves Saint Laurent Jewellery are great brands and we are placing more focus on accessories and jewellery due to growing trends and sales figures,” Karlis added.
The new jewellery brands, in conjunction with other local and international brands, have been introduced as part of a wider overhaul of the company’s offering in jewellery and fashion.
The announcement comes after a shock profit downgrade by David Jones last month that it expects total sales for the fourth quarter to be down 11 per cent with profit after tax for the second half down between 9-12 per cent from the second half of 2010 – resulting in a full year profit decline between 0.5-2 per cent.
With a combination of brands from Australia and around the world, David Jones will introduce approximately 60 new brands encompassing jewellery, accessories and fashion, the majority of which are exclusive to the company.
“Australian consumers are fashion savvy and online technology has enabled greater and faster brand awareness and by continually updating our brand portfolio we can offer the best national and international brands,” David Jones Chief Executive Officer, Paul Zahra said.
The new ranges were available instore from August 1.
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