SPEKE, England, January 20, 2011 /PRNewswire/ -- Littlewoods Europe has launched its new season collection for Spring 2011, including their own brand Savoir range which has been restyled to suit the modern mature woman. The Savoir range features 400 ladies fashion lines, available in sizes 10 to 32, including petie and standard fit options.
Following extensive research and consultation with customers aged 50 and over, Littlewoods Europe has changed the blocks and patterns used to create the Savoir range. The hem lengths, cut of the waist and the width of the shoulders in the garments have been adjusted to better suit the shape of the modern mature woman.
Littlewoods Europe's Savoir collection has been designed with the modern mature women in mind. The patterns used to cut out the garments, the choice of fabric and the style of the collection has been created for today's women. As women age, their body shape changes and many fashion lines do not take this into account. The patterns and blocks used in the Savoir range have been specially refined to ensure a more flattering fit for the mature woman.
A spokesperson for Littlewoods Europe said, "We are really excited to have launched our Savoir range in Europe. The savoir collection has been redefined for today's mature modern women. Following extensive research of 50-something women, we have changed the way in which we have created this collection. It's packed with classic styles with standout detail.
"At the heart of the design process we have ensured that the collection is fashionable yet has a flattering fit for the more mature figure. For example, our jeans have comfort fit waistbands and tummy smoothing panels to ensure an instantly slimmer look," she continued.
About Littlewoods Europe:
Littlewoods Europe is part of Shop Direct Group who is the UK's largest online and home shopping retailer with sales of circa GBP1.7 billion. It is aimed at women who want the convenience of home delivery from one of their favourite British on-line retailers. The delivery cost is EUR5 regardless of size of order. Delivery is within 10 working days, with 28 days home approval guarantee.
Brands within the Shop Direct Group portfolio include Very.co.uk, Woolworths.co.uk, LittlewoodsIreland.ie, LittlewoodsEurope.com, Additionsdirect.co.uk, Choice.co.uk, kandco.com and isme.com.
PR Contact: Megan Gow Consumer PR team Shop Direct Group Skyways House Speke Road Speke L70 1AB +44(0)844-292-1083
SOURCE Littlewoods Europe