Brandbank Group CEO David Thomas details the plans for newly-launched, size inclusive label Commonry.
What were the driving factors for launching the brand?
We were clear on the opportunity to address an under-served area of the market, women who wear sizes 14 and up – and the opportunity to bring everyday fashion to more women – women who wear sizes 10 – 22.
Size-inclusive fashion is the way it should be.
What is different about Commonry?
Commonry is absolutely focused on fashion and fit.
The brand is guided by the principle – "Your body is your business, fitting it is our expertise."
Our head of design, Jane Grimme, says: "Our thinking is focused on fit and the fact that no two bodies are the same.
"Our aim is to be thoughtful about our garments and to make them as adaptable as possible to different body types without compromising on style and fashion."
Commonry has the size range that other fashion retailers do not.
We also don’t look to put women in a box.
That was something our ambassador, Ashley Graham, identified almost immediately; that was what resonated with her.
And that thinking continues in store.
Our store teams participated in a three-day course with a consultant who specialises in training around body types and, critically, in styling the customer in what she wants to wear.
What are the plans for the brand in 2021? What are you looking forward to this year?
We launched Commonry in late February and that has been a whirlwind.
We believe Commonry has great things to come for our customers - and that means focusing, now, on hearing customer feedback.
We are paying attention to customers in our two flagship stores, our world class digital experience across Commonry.com, and working closely with David Jones – listening to insights and feedback from that retail partner.
How is the brand being communicated to customers?
Ultimately the key channels will be decided by our customers – where do they want to hear from us?
We’re finding that Instagram is where they engage with us most.
Of course, digital is key and our store footprint and partnership with David Jones across 18 locations for launch takes our brand to our customer.
The in-store experience is obviously critical to communicating what Commonry is about with our store staff given specialised training that focuses on all body types, layering and colours.
Our store is designed as a safe, comfortable space for women to find what works for them - the fitting rooms are spacious and private and they don’t open on to the store floor, instead they’re breakaway spaces, like a small sitting area.
What learnings has Commonry taken from the wider Brandbank group?
Commonry, and by extension Commonry customers, benefit from the support of already established shared services and expertise across digital, logistics and planning.
As well as the commitment we have to great experiences, customers focus and beautifully edited ranges.
Commonry has also taken from the wider Brandbank group an understanding of creating a meaningful connection with the customer - it’s key to all of our brands, as is creating world-class retail experiences.
What are some long term goals that the brand wants to achieve?
Our goal is to empower women by redefining what fit and inclusive sizing means in our market and to continue the work of changing the language used to talk about fashion - and women’s bodies.