GIVe hits the high street

Retail supremo George Davies has come up with yet another retail concept. Following on from Next, George at Asda and Per Una this living legend has launched a women's chain across Britain. Affordable luxury is the thinking behind the concept.

But there are a couple of added value elements such as free alterations, and a new approach to sizing and layout. No longer are ladies categorised in the normal UK sizing system but a size 8 is now I; 10 is II and so on. Product is laid out by size and not style. So, ladies go to a stand labelled with a large roman numeral with the UK system in smaller typeface underneath. Cunning plan.

However, these two concepts of setting out products by size and giving free alterations are not new ones. Ralph Slater, the menswear retailer who started in a disused warehouse in Glasgow, has been doing both these things for over thirty years. A major challenge is ensuring that the free alterations live up to the excellent standard already inherent in the products. One of my contacts has already purchased an item and is awaiting the return of the altered garment. I will report back on her experience.

Another interesting development has been in the taking of space in Beales' department stores (http://www.beales.co.uk/). This has a ready-made client base and should suit both the host store and Davies. Alongside this GIVe is represented in a number of standalone higher order centres. Davies has certainly learned about the importance of location from his days at Next when he lamented:

"The day got off to a bad start, and somewhat discouraged, we motored on down to Waltham Cross in Hertfordshire. My first thought as we arrived was, 'This is not a Next town'. And sure enough, we entered the shop to discover that although it was gone midday, total takings were a mere £16".

Davies, G. and Davies J. (1991) What Next? Arrow Books page 65.

Given that Davies has reportedly put in a lot of his own money this is a venture that I would not bet against. It will be interesting to see if fortune has favoured the brave as Davies has entered the market when things have never been tougher. No doubt he has secured some good deals on his locations to help the launch of George's Fourth Enterprise ( G IVe).

You can read more about the planning and launch of GIVe at the following sites:
http://www.give.co.uk/

http://business.timesonline.co.uk/tol/business/industry_sectors/retailing/article6832158.ece

http://www.drapersonline.com/news/multiples/news/george-davies-kicks-off-give-retail-roll/5005117.article

http://www.drapersonline.com/news/womenswear/george-davies-revives-give-plans/5003552.article