|This is how I feel when I think about Freya for too long.|
I don't profess to know more than the experienced industry executives who are currently in charge and I could be totally, 100% wrong about who their market is and will be, but I do feel as if I see a future for them that they haven't glimpsed yet. Ironically, Freya's collection isn't that horrible because despite the circus-y nature of this upcoming collection, there are a handful of great designs. The problem arises once you hear who they see as their target customer and while that customer isn't bad and her taste isn't sub par, she's still a customer that everyone is going after right now. Cleo, Curvy Kate, Tutti Rouge, and Bravissimo's in-house label are all after the same audience! Freya -- who has ruled over this market since it's conception -- is shamefully battling the smaller brands for a share when they should be concentrating on who the next customer is and predicting what she will like.