BHS has announced that it will be unveiling a new fashion collection this week in a bid to replace its “dowdy” image and appeal more to style conscious shoppers in the age range of forties and fifties.
Sir Philip Green, who owns the department store chain said: “We are going to provide aspirational clothing that’s good quality and good value. The expression I use in the office is I want to sell steak cheap but not cheap steak – there is a difference.”
Bhs’ womenswear director said: “Our biggest challenge is changing the perception around Bhs womenswear clothing. Home and lighting is a forte of the business and we want to get the rest of the brand up to that level.”
