BRAND PROFILE
CONTENTS The Little Mistress Group has rapidly evolved since its beginnings in 2010 with new channels and developments popping up yearly. This brand profile is for us to take you on a journey through the company, how we plan to develop further and how you can be a part of this fast-growing group.
5
12 STOCKISTS & C O N TA C T S
CONCESSIONS Find out more about the collections and inspiration of Little Mistress and Paper Dolls collection of swimwear
The Little Mistress Group boasts a strong collection of stockists, find out where you can find us and shop here
13
14 LITTLE MISTRESS
COMPETITORS Say hello to our more sociable side & find out why we place a great importance on engaging with our current and potential customers
16
Little Mistress is your one-stop occasion wear shop, learn more about the latest collection and customer in this brand profile
18 PA P E R DOLLS
GIRLS ON FILM
Paper Dolls offers beautifully cut dresses to flatter the female form, discover the collection and customer in this brand profile
Girls on Film draws inspiration from the latest trends to form the most statement-making collections. Discover the collection and customer in this brand profile
24
28 SPECIALIST SIZES
OUR SOCIAL CHANNELS
Tailored to every height and size need, Tall, Petite, Curvy & Maternity ranges include ontrend dresses, tops and bottoms
We understand the importance of social media within the fast-paced fashion world. We like put maximum effort into reaching out and engaging with each customer.
STOCKISTS
S AU D I A R A B I A - F R A N C H I S E PA R T N E R
C O N TAC T For our full list of contact details please get in touch
HEAD OFFICE 25 Plumbers Row, London, E1 1EQ +44 (0)20 3617 7668 sales@little-mistress.co.uk
TIMELINE
2010
2012
Since it started the Group has rapidly evolved to become the
Little Mistress debuts its first ever
business it is today, reaching many notable milestones along
Paper Dolls is founded to create a
collection of party and prom dresses
Little Misdress is craeted a compliment
its way. It has always remained focused on listening closely to
destintaion desk to bar brand
in 2010 to the wholseale and key
of the Little Mistress brand for girls
its customers to offer them the fashions they desire. So let
account market. Quickly becoming
the Little Mistress Group take you on a journey of growth and
the key brand for affordable luxury.
aged 5 - 11yrs
achievement from the very start to the current day.
Paper Dolls debuts on ASOS to join sister brand Little Mistress The launch of the brands first destination website little-mistress.co.uk
Little Mistress debuts at online department store Very the brand is
Little Misdress debuts online and in Paper Dolls & Little Misdress launches
store at House of Fraser
on Very
Paper Dolls debuts online at House of Fraser
2014
now thriving alongside established high-street fashion brands
Little Mistress launch with retail
Girls on Film is founded as a fast
group Alshaya across the Middle East
fashion, on-trend compliment to the sister brands
2011 Little Mistress debuts on Zalando
2013
Little Mistress & Paper Dolls debut online at NEXT launching as a branded concession
Little Mistress debut with the German retail giant Peek & Cloppenburg
Little Mistress debuts Curve range Little Mistress designs an exclusive 12 piece collection for retail partner House of Fraser Little Mistress debuts on ASOS
online and with ASOS
Girls on Film launches in New Look Little Mistress, Paper Dolls & Girls on Film launch online with The Arcadia Group
2015
2016
2017
Little Mistress collaborates with
Little Mistress & Paper Dolls launch
Following the success of the 2015
Little Mistress launches 10 piece
LOOK Magazine on a 10 piece
swimwear ranges
edit The Chloe Lewis Collection is
Bridal Collection
exclusive collecton
launched
UK Reality TV Star Chloe Lewis teams up with little-mistress.com to Little Mistress’ TV advert debuts in between episodes of TOWIE, Made
launch her online edit
Girls on Film creates plus size range
Little Mistress launches official
launching online and for Very
Bridesmaid Collection following high demand.
in Chelsea and The Real Housewives Little Mistress, Girls on Film, Paper Dolls and The Chloe Lewis Collection are launched within a Little Mistress concessions at Debenhams throughout the UK
Paper Dolls debuts on Zalando
Little Mistress debuts on MissSelfridge
OUR ETHOS I S T O C R E AT E BRAND’S WITH A N U N R I VA L L E D DESIGN AESTHETIC AND A S P I R AT I O N A L LIFESTYLE WITH A N AT T R AC T I V E PRICE
The Little Mistress Group’s core philosophy is to create a unique mix of products and brands with an unrivalled design aesthetic with an attractive price range.
DESIGN We are a diverse group which strives from the same thing, excellence and value. Each brand and collection contains an element of the group’s ethos, from a beautiful and flattering silhouette to a sumptuous fabric choice or a bespoke detailed embellishment.
QUALITY The Little Mistress Group prides itself on high-quality garments with each designer personally handpicking fabric, trims and buttons for each collection. We also have a dedicated team working on the accuracy and measurements of every piece.
VA L U E We pride ourselves on offering our customer gorgeous detailed ranges at an affordable price point. Each collection varies in prices with Little Mistress starting from £35 to £92, Paper Dolls from £30 to £60 and Girls on Film from £10 to £52.
CUSTOMER Everything we do is focused on our customer therefore we have a dedicated and trained team who are contactable through live chat, phone and email to answer any queries. This customer service team tailors each experience to suit the individual brand, ensuring we have satisfied and happy consumers all year round.
STORES UK
FLAGSHIP, GUILDFORD
LONDON, WESTFIELD STRATFORD
STORES SAUDI ARABIA
4 new independent stores open across Suadi Arabia. DAMMAM - Mall of Dhahran JEDDAH - Salaam Mall
RIYADH - Hamra Mall Nakheel Mall
OCTOBER 2017 Continued expansion of a further 4 stores across Saudi Arabia. TAIF - Jouri Mall JEDDAH - Aziz
RIYADH - Galleria Mall Hayat Mall
DAMMAM
AUGUST Mall of Dhahran
OCTOBER Jouri Mall
RIYADH TAIF
AUGUST Hamra Mall Nakheel Mall
AUGUST Salaam Mall
JEDDAH OCTOBER Galleria Mall
OCTOBER Aziz
Hayat Mall
CONCESSIONS
Little Mistress hopes to expand into 100 Debenhams stores in the UK and Ireland by 2017
Debenhams approached us because they had received a constant demand for our brands, they believed there was a ready made audience with perfect in-store adjacencies – We now sit beside Miss Selfridge, Top Shop, Coast, Phase Eight, Warehouse and Oasis, it makes sense... We haven’t cut any corners here, it’s been a heavy in-store and Shopfit investment
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“
and we have full belief that our store & field team will deliver a great return, but more importantly a fantastic shopping experience for our customer. - Mark Ashton CEO
COMPETITORS
PRICE POINT
INTRODUCING LITTLE MISTRESS A feminine, occasion wear brand with an opulent and luxurious approach to ready-to-wear.
Placing a unique focus on occasion wear, in particular bridesmaid and prom style dresses, Little Mistress beautifully combine classic design statements with trend-led details for a modern take on traditional occasion wear chic. Our consumer appreciates the little touches, which is why every piece has something special, be it an intricate embellishment, a quality fabric or a fine button detailing.
THE ONE-STOP OCCASION WEAR SHOP! Little Mistress is your one-stop occasion wear shop. Each collection is designed in-house with 4 drops per season. The brand tailors each collection to formal occasion wear events with designs worked in luxury fabrics; vintage scallop laces, intricate embroideries and placement crochets to create a truly feminine quality. We like to think of Little Mistress as being the leaders in occasion wear, catering to all body types with many styles coming in curvy, petite or tall sizes.
INTRODUCING PA P E R DOLLS The Paper Dolls brand aims at a consumer shopping for chic events and occasions with a high street price tag. Every design is an investment piece which will carry on into each season and years to come.
These collections cater to a defined customer: The woman who is dressing for a busy day, going from work to cocktail bar and wanting to look effortless with every step.
YO U CAN SIT WITH US Paper Doll’s effortlessly chic signature style of pretty prints, delicate detailing and splashes of colour form a fashion focused yet timeless collection. Paper Dolls offers beautifully cut dresses to flatter the female form. Every collection has in mind the latest international catwalk trends which informs the tailoring and elegant detailing on every dress. Paper Doll’s effortlessly chic signature style of pretty prints, delicate detailing and splashes of colour form a fashion focused yet timeless collection.
INTRODUCING GIRLS ON FILM Girls on Film takes its inspiration from fashions latest trends, adding a fun loving, fashion focused edge to every piece.
These collections cater to the fashion savvy girl looking to make the most stylish of statements. Girls on Film looks to the latest catwalk trends for inspiration and translates them to create collections packed with partyready dresses, statement jumpsuits and fashion-forward prints. Inspired by the bright lights of London town, explore the collection for the ultimate in statement chic.
THE U LT I M AT E FA S H I O N I S TA Dress to impress in Girls on Film and be sure to be sitting pretty at the height of fashion, whatever the occasion! Designed with the ultimate fashionista in mind, Girls on Film packs each and every collection with trend-led, statement dresses and bold printed coords alongside mix and match separates that promise to have your girl squad looking effortlessly chic all season long.
SOPHIE LITTLE MISTRESS CUSTOMER
FASHIONABLE & GLAM FLI RT Y, G I R LY, LUX , EM BEL L I SH E D & D E TA I L E D
STYLE CHOICES: SHE WANTS TO STA N D O U T FR O M T H E C R OWD & HAS NIGHTS OUT WH E R E SH E MA KES A N EX T R A B I T O F EFFO RT SHE M IX ES A H I G H Q UA L I T Y L I T T L E M ISTRESS DRE SS WI T H D E SI G N E R SH O E S & ACC E SSO R I E S
L I T T L EMI ST R E SSU K
MEGAN PA P E R D O L L S C U S TO M E R
EFFORTLESSLY CHIC F E M I NI N E , S MA RT, C H I C , TA I LO R E D & CO LO UR F UL
STYLE CHOICES: H AS A WO RK TO CO C KTA I L PA RT Y O R DAT E N I G H T R O UT I N E I N T H E WE E K LO O KI N G CH I C IS I MPO RTA N T & H E R LO O K I S A LWAYS TA I LO R E D & CO N S I DE R E D
PA P ER D O L L SU K
R OXY GIRLS ON FILM CUSTOMER
THE ULTIMATE FASHIONISTA TREND- FO C U SE D, SE XY, FU N , STATEMEN T- MA KI N G & CO O L
STYLE CHOICES: A DEDICATED FOLLOWE R O F FASH I O N , SH E KE EP S H ER LOOK EFFORTL E SSLY CO O L BY DAY A N D WH EN IT’S TIM E TO PART Y SH E D R ESSES TO I MP R ESS ALWAYS AIM ING TO STA N D O U T FR O M T H E C R OWD, S HE DARES TO WEA R T H E MOST STAT E MEN T- MA KI N G ST YL ES
GIRL SO NFILMCLOT HI NG
TA L L PETITE CURVY
CURVES WITH CONFIDENCE
The Little Mistress curvy collection is the place to shop for women wearing sizes 16-28. Many of the season’s key dresses by Little Mistress are adapted to fit and flatter our plus size customer.
PETITE Altered to fit a 5’3” frame and under, Little Mistress has taken your favourite pieces and tailored them down to size. Invest in perfectly proportioned trousers, skirts and dresses which fit perfectly and will see you go from work to party in effortless style.
TA L L
Tailor-made for women 5’ 10” and over, our Tall clothing is your go-to for those essential wardrobe items. Many of the season’s key trends by Little Mistress’ main line are adapted to fit and flatter taller frames, think perfect length mini skirts and jeans that fit perfectly.
M AT E R N I T Y Taking inspiration from current trends from the core collection, fabulous celebrity expectant mothers and of course, your comfort, Little Mistress’ wide maternity range has something for every occasion.
Our maternity collection has all you need to stay stylishly on-trend and comfortable.
D E S I G N E D W I T H YO U BOTH IN MIND Little Mistress’ specially designed range of fashionable maternity wear, ensures you look and feel gorgeous whilst you’re expecting!
S AY HELLO TO OUR SOCIAL SIDE
The Little Mistress group understands the importance of social media within the fast-paced fashion world, so we like put maximum effort into reaching out and engaging with each customer.
The tone of voice is personable and someone is always on hand to respond to queries and compliments alike over Facebook, Instagram, Pinterest, Twitter, Youtube and the blog.
FOLLOW US ON I N S TAG R A M
@LITTLEMISTRESSUK @GIRLSONFILMCLOTHING @ PA P E R D O L L S U K