While its own brands such as Marc Angelo ?are designed by a six-strong team in Ireland, iClothing also stocks brands such as Vera Moda, Sugar Hill Brighton, Kildare’s Kate and Pippa, and most recently Dancing Leopard.
Spokesperson Barbara Stack tells us: “iClothing is not a fashion brand per se, they follow the calendar but their focus, is on the woman who works in the bank, in a primary school or in an office. These are the women that buy an outfit that takes them to communions, confirmations, day-wear and casual-wear.” It is price-led but won’t be the cheapest on the market because the quality is pitched above other outlets in that items are lined and finished to a high standard.
The in-house brands are manufactured in the north of England and Vietnam but are designed specifically for Irish women. On a price point, iClothing aims also to be affordable, with dresses starting from between €59 and €99.
Sizing is also a key consideration, with a lot of work gone into size specifications. Barbara says: “If you order a 10, it is a 10, so the returns are really low. Everything is checked when it comes in for size so they are really accurate.”
Barbara says that personally, she has never returned anything to iClothing due to a sizing issue. “The sizes are generous enough but they are accurate. I might not like it when I see it on me and return it for that reason, but I’ve never returned anything on size.”
Bright, bright with a tiny bit of black
Colour is a big thing for the iClothing customer, who their sales show, “like bright – we don’t really sell a lot of black”.
What they do sell is a lot of is daywear – jeans, jackets and dresses. Dresses are huge for the company, especially at this time of year with upcoming communions, confirmations and weddings.
Pulling a green and white printed dress from the rail with a mid-length sleeve and a round neckline, Barbara says: “So this one is €64.95 and that is what the customer would expect [on price point] but also they are designing for Irish women. The neckline is going to be discrete. If it’s a crossover wrap dress [Charlene], you’re not going to be falling out, because that’s what Irish women want.”
Animal prints (Ellen) are popular among iClothing customers so the company will often repeat styles and shapes people like but in different prints and colours.
Barbara explains: “Women often, when they find something that flatters, want to have it in more than one colour. For example, if you carry weight around the tummy, a little ruching detail or a pleat [Positano] just covers that up and makes you more confident. There are about eight core shapes.”
So what is the trend for spring Barbara?
“Dresses! But there’s also a more tailored look this spring, so a jacket. People are wearing their dresses but instead of a cardigan they’re wearing a jacket over it.” CL