It has developed into a go-to brand for women who are time-poor but reasonably wealthy. Sudoku rules a new high road sweet spot with dresses priced around £250 and wool jumpers costing around £100. It is higher value than H&M, British-owned, and less expensive than Joseph. But with a shift from high-end style to large high street attractiveness, all that might be about to change.
Jo Sykes, the artistic director of Jigsaw, has announced that he will “embark on new chances.” Sykes resigned as a result of Hash Ladha’s nomination as deputy executive in October. Veteran of the retail industry, he formerly served as Oasis and Warehouse’s party chief executive.
Given that the product, which was first established in 1970, returned to profit during Sykes ‘ four-year career after a number of turbulent and difficult years, just posting underlying income of £3.6m for 2022/2023, away from £2.8m in the previous year, the news is unexpected.
David Ross, the co-founder of Carphone Warehouse, who owns the majority of Jigsaw, was said to be pleased with development and flattered by companions frequently choosing to use his designs over designer labels.
Insiders claim that Ladha considers the position of creative director at a fashion company to be redundant, and that Sykes wo n’t be replaced in an internal memo sent to staff. A pattern director will instead be in charge of managing its product selection.
Ladha is rumored to be determined to leave the more upscale and design-led setting that Jigsaw has carved out as its market. There are concerns about the brand’s future way and whether it will result in lower costs and quicker manufacturing to appeal to the general public.
Sudoku disputes that it is undergoing a decline. According to a director, Jigsaw is renowned for its high-quality craftsmanship, thorough design, and distinctive collections; the company has no plans to abandon this position.
Jigsaw’s is a model that larger retailers are currently attempting to implement by creating extra collections that concentrate on style and materials at correspondingly higher prices. Shearling coats are available from Cos Atelier for £1,150, Mango Capsule for £399.99 sequined halterneck dresses, and H&M Premium for £29.99 set of customized pants.
According to financial specialist and Savvy Marketing founder Catherine Shuttleworth, Jigsaw has long held a prominent position in women’s clothing and has consistently attracted devoted fans. ” Its placement has been clear, and its customers have been happy to pay for high-quality garments with strong style.”
She claims that while the cost of living crisis may have an impact on its customers, leaving its current position may turn off its loyal customers.
Sykes is well-known in the business thanks to his prior work at Giorgio Armani and Alberta Ferretti. She improved Jigsaw’s standing by using her links. She worked with Collagerie, a purchasing site started by former Magazine editors Lucinda Chambers and Serena Hood, in 2022. The series, which included suit skirts and bag coats, was quickly sold up, prompting the introduction of a subsequent collection in March 2023. Roksanda Ilincic, a London fashion week designer, and Jigsaw collaborated to create an assortment last month that includes massive silhouettes and her distinctively painted dresses.
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Jigsaw’s sleek John Pawson-designed shop on Bond Street in London was a popular destination in the 1990s, and its advertising campaigns were captured by renowned photographer Juergen Teller long before Phoebe Philo hired him. Yet, the company after lost favor, with concentrate groups calling it “mumsy.” Sykes quickly identified Jigsaw’s main clientele after realizing that the people who wore or aspired to use the company in their late 20s and early 30s were now in the 40s or 50s—a group that is frequently disregarded but one with strong purchasing power. Its objective became” Middle England.”
Sykes focused on the finer points that are frequently overlooked when choosing between comfort and affordable brands, drawing inspiration from her catwalking experience. She purchased thread from Zegna’s European manufacturer and wool from the same vendor as Chanel. To be easily combined and matched with already-existing items in a person’s clothing, suiting was offered separately. The hem of the trousers was customizable.
Shopping on the high street has never been more difficult, from chaotic measurement to inexpensive elements. Some people believe that Jigsaw’s potential course may make it even more of a riddle.