The brand’s reputation in the domestic market is considered as a specialized jeans & casuals manufacturer and retailer, both in men’s and womenswear ranges, offering excellent design and product quality at reasonable prices.
Edward in its three year strategic plan, has established as a strategic priority the expansion of the brand outside the domestic market, though commercial partnerships with agents or distributors who shall position the brand in a variety of retail formats e.g. independent specialized retailers, corners in larger stores or concessions within smaller department stores with a niche orientation in their product mix.
It must be noted, that Edward position itself in niche markets, thus avoiding direct competition with mass retailers.
The company is currently in the process of re-engineering its design department following quick response principles in order to become more responsive to supply chain requirements. The above mentioned tactic is implemented in its manufacturing operations, where CMT factories, both in Greece and Bulgaria, follow technical specifications within specified time slots, thus producing new styles throughout the year, following emerging fashion trends.
The first age group focuses on college students with interests in upbeat music scenes around Europe, represented by a variety of music groups, where they try to individualize their appearance to match their rock idols, either at college campuses and/or out entertaining with peers.
The second age group aims at college graduates, who take up jobs in creative industries and continue to wear “rebellious” dress code, with a highly individualized and even “subversive” attitude. Others, within the same age group, prefer Edward for their timeout, as a smart casual alternative for urban entertaining pursuits.