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Whistles conquers the 'middle market' of British womenswear

Whistles conquers the 'middle market' of British womenswear
While Marks & Spencer announced a 6.8% drop of general sales last month, another corner of the British high street has been quietly flourishing. Whistles, the clothing brand set up by Lucille Lewin in the 1980s, announced this week that it had bought back the majority of its shares from the Icelandic government, a move which has underlined its growing strength. Whistles, which has been independent since parting ways with the retail group Mosaic in 2008, has gone from strength to strength despite a tough economic climate. Sales were up 13% in 2011 and there was "consistent double digit like for like sales growth," this year, according to a company statement. Whistles is also the bestselling premium high street brand on Asos, the online retailer. It had been part-owned by the Icelandic government since the banking crises of 2008, when shares owned by the collapsed bank Glitnir were transferred to its ownership. Since then, the clothes have gradually gained a recognisable slickness.

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How Whistles Reemerged as One of the Most Exciting Contemporary Brands in Fashion 2008 was not an easy year for many in the fashion industry -- least of all, perhaps, for Jane Shepherdson. The former Topshop brand director, once described as "the most powerful woman on the high street," had just become chief executive of (and a substantial investor in) a fading British brand called Whistles. Days before the brand was scheduled to unveil its relaunch, Lehman Brothers collapsed. Jane Shepherdson, Chief Executive Officer, Whistles LONDON, United Kingdom — Perhaps it’s not surprising that, in her spare time, Jane Shepherdson does flying trapeze in Hoxton, smack in the heart of achingly hip East London. Right from her earliest days in the fashion industry, Shepherdson has been known for taking risks and having her finger on the pulse of what’s cool. After getting her start as an assistant buyer at Topshop, back in 1984, Shepherdson spent twenty years working her way up the ladder to become Topshop’s brand director, effectively overseeing the retail, product, finance, HR and property departments of a company that, under her leadership, was transformed into a globally recognised brand, emblematic of the dynamic nature of British high street fashion. But in 2006, one week after Topshop boss Sir Phillip Green announced a now-defunct fashion collaboration with Kate Moss, Shepherdson abruptly resigned. Shepherdson’s next move was closely watched. BoF: Let’s start with the results.

Jane Shepherdson at Whistles: peep-peep show BY Sally Williams | 13 September 2008 The fashion chain Whistles seemed to have run out of puff, but with Jane Shepherdson - the woman who breathed fresh life into Topshop as its brand director - it is dancing to a lively new tune, says Sally Williams. Fashion by Clare Richardson Resort 2016 <div class="browser-compatibility-alert"><p class="browser-error">Your browser's Javascript functionality is turned off. Please turn it on so that you can experience the full capabilities of this site.</p></div> Look 3 Lunna Contrast Sandal

WHISTLES Whistles is a contemporary fashion brand, based in London. Led by inspiring CEO Jane Shepherdson, Whistles encapsulates an intelligent sense of design with timeless and luxurious pieces. Collections are modern and laid back with an attention to detail and quality. Whistles Continues Global Expansion with Department Store Strategy LONDON, United Kingdom — British contemporary fashion label Whistles is set to launch in the United States with a shop-in-shop, opening today, on the second floor of the Bloomingdale’s flagship on New York’s 59th Street. The move is part of a broader expansion strategy, kicked-off two and half years ago, that has seen the company partner with a number of premium department stores to dip its toes into international markets, including France, Germany, Russia and China. Since chief executive Jane Shepherdson, who made her name at Topshop, took the helm at the then-ailing middle-market womenswear retailer, Whistles has undergone a successful reboot, becoming known for its modern silhouettes and casual but on-trend pieces at affordable price points. “We had decided that we would test the brand within a premium department store in all of the territories that we felt appropriate,” Shepherdson explained. Whistles Spring/Summer 2014 campaign | Source: Whistles

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Animal welfare We require all our suppliers to adhere to our standards and requirements by actively following and engaging in our policies regarding animal welfare. We aim to promote the safe and humane treatment of animals used in the production of our products. • Leather should be sourced in an sustained responsible manner, in accordance with our responsible sourcing of leather guidelines • No products in full or part are to be sourced from endangered species from the CITES (Convention on International Trade in Endangered Species) or IUCN • No real fur or pelts are to be used in any Whistles product • No feathers or down should be used in Whistles product, unless the supply chain is supported with the responsible down accreditations standard.

Whistles goes eco-chic in collaboration with Ciel Rejuvenated high street chain, Whistles launches its first eco collection with sustainable label, Ciel. BY Hilary Alexander | 20 June 2011 A model wears silk dress, £150, Ciel for Dress, £150,

The rise of the high-end street: Zara, Whistles and Cos pioneer a new age for our high-street Like Countryfile and a £1.30 sandwich from dear old M&S (you know the one), the lure of the great British high street is its delicious familiarity. As shoppers with depleted bank balances dancing in our eyes, we head to our favourite multi-faceted fashion mecca to buy the clothes we love at the prices we expect. Surprises — pleasant or otherwise — are few and far between. But change is afoot. Look hard at the rails of Zara and you’ll find that all is not as it seems.

Whistles Code of Conduct At Whistles, we are committed to producing high quality ethically manufactured products. Our Supplier Code of Conduct outlines our expectations regarding the conditions under which our products should be manufactured. We will only do business with suppliers that share our commitment to fair and safe labour practices and observe environmentally conscious practices in the locations where they operate. This Code of Conduct applies to all suppliers and/or subcontractors producing products for us. It clarifies and elevates the expectations we have of suppliers and lays down the minimum social and environmental standards we expect each factory to meet.

Whistles Report - Within the second half of my first year at University we were set a brief that continued with theme of the United States and the United Kingdom UK brand opening retail store in US market place You must produce a 3,000 word report on the following topic: Moving one of the following UK retail brands into the American market: 1) size?

Inside The Industry with Jane Shepherdson, Chief Executive of Whistles Professor Frances Corner OBE, Head of London College of Fashion, welcomed Jane Shepherdson, Chief Executive of Whistles to John Prince’s Street last night for an Inside The Industry conversation about transforming brands, global economics and venturing into menswear. Jane has been dubbed the ‘fairy godmother of the high street’ after transforming Topshop throughout the nineties, and Whistles after taking the helm in 2008. Frances began the evening by welcoming Jane onto the RHS stage before talking about the current Whistles campaign, and reflecting on the brand’s image in 2007. The pair discussed how Jane began her life in fashion following a degree in economics and marketing from University College London.