The name of the brand is derived from ‘George the fourth’; the small ‘e’ represents the e-commerce element of the company. The company has also been named GIVe because it is Davies’ intention to donate part of the profits to charitable causes.
Importantly, Davies created GIVe as a completely unique fashion offer. With his designer heritage, he wanted to offer something new and exciting to women. The label’s focus is on luxurious fabrics and the ultimate in attention to detail; GIVe offers affordable luxury whilst always delivering the latest looks.
But it doesn’t just stop with the clothing, service is paramount to the whole retail experience at every GIVe store. Style Advisors are on hand to assist with the customer’s every need and extensive research has been undertaken to make sure that the garments flatter and fit beautifully, on different sizes and shapes. To make absolutely sure, GIVe offers a bespoke made-to-measure service in all standalone stores. Complimentary alterations services are also available in department stores.
“A lot of the market has been following price-led opportunities and I thought that what was lacking was the service element,” explains Davies. “So I decided to go against the trend.
“I have always felt that you need more than just a standard offer, you need to be able to adjust things to fit the various figures of women. That is what we set out to do and that is what we are achieving at the moment. There are lots of little touches at the stores to ensure that there is far more of an experience.”
GIVe currently has eight standalones and a further 16 within independent stores around the country, and Davies is in no rush to open store after store in a short space of time: “I know where I need to be,” he says, “but I suppose where you could say I have changed is that it is more important for me to get the operation right than to double the amount of stores next year; If you start out by saying ‘this is very exclusive’ you have to be true to the consumer. I don’t mind saying that I’ll only open 2-3 stores next year; I’ll only do it if it’s right.”
Davies has been dubbed a ‘serial brand creator’; having enjoyed
such phenomenal success with previous ventures, does he still get that same ‘buzz’ when beginning a new venture?
“I wouldn’t carry on if I didn’t enjoy what I do. Retail has become a huge part of my life, I enjoy the interaction that I have with stores and customers and I love the challenge,” he says.
“Conditions are harder than they have ever been at the moment, that’s for sure.
You never really crack this business; people seem to think I have a right to do it easily because I have had some success in the past, but I don’t. It doesn’t get easier and you have to try just as hard as you did when you first started.
“You can’t relax at the moment, there’s no such thing as sitting back on a good month and thinking that everything is ok now; the market is very volatile and this isn’t helped by the fact that the UK has a very strange climate,” he says.
For the full article, please see the June 2010 issue.
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