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Thursday, 7 July 2011

The Truth Behind Jane Norman

It seems that the British high street has taken a harsh knock to the chest recently, retailers who once ruled shopper's streets are now going into administration and are closing down huge numbers of their UK stores.

Jane Norman has hit the headlines in recent weeks with the same misfortune, announcing that 33 stores will close and over 400 jobs to be cut with immediate effect. I can personally comment on this 'immediate effect', as the same day I read about the chain calling in the administrators, the Jane Norman shutters were fully down in my local town. The very next day the fixtures, fittings and stock were all well and truly gone. The unit is now a lifeless and empty shell of what used to be a bustling and lively store.

The Jane Norman brand was never something I associated myself with, the style of garments were never something I would have worn personally, but I did have the odd moment of:
'Where did you get that dress? It's amazing!'
'Oh, Jane Norman!'
'Really?...'
So it's appeal was definitely to some people's taste and it wasn't an bad shop by no means! Our local store was always busy, and if I remember rightly, growing up as a teenager I did used to think that Jane Norman was a more premium clothes brand. Perhaps it was more premium a decade ago, perhaps designers went in a different direction and decided to cater for a younger, more trendy market? But is that where they went wrong? I don't think so. I think if anything the Jane Norman brand was quite a cool, cult store for young girls. Surely you remember carrying the iconic Jane Norman bag to school? The bright pink or mint green plastic with it's black shoe string strap? If you weren't one of those girls you were a drawstring JD sports bag girl, and we all know what that meant.

Luckily, Jane Norman has been rescued by the Edinburgh Woollen Mill Group, acquiring all business and assets associated with the brand. In a press release made on 29th June, Edinburgh Woollen Mill Group stated that 'The majority of the UK stores will be open for business. The online business remains open.'

We wish them much luck in retaining the brand's valuable and well deserved place on the high street.

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