This season is about fresh cuts

S. Oliver
When the market trends took a swing at the turn of the last millennium, many new brands were born. The indications were clearly towards low-price garments sold in high-value environments. Spanish brands like Stradivarius, Zara and Mango were some names that sprung up in this era. One of the German brands that also reinvented itself at this juncture and on the same lines was S. Oliver. Today, it is a name to contend with, especially in Germany, where its various lines are retailed through its 510 outlets. It is now making its presence felt globally and the brand is now found in 11 countries across the world map.
In Dubai, the store, which is now open at Al Ghurair City, consists of five different segments.

The Kids Segment:
Targets girls and boys in the age group of 6-14 years.
Style: Casual and comfortable, with the right dash of fashionable trimmings to create an updated look of the times.

QS
Addressed to young ladies between 15-25.
Style: Easy, bold and innovative styles, which are easily affordable and
encourage impulsive buying.

Girls
A range for the woman between early '20s to '30s who would still like to swing with the times.
Style: A completely trendy range, this corner of the store is filled with styles that are still school-girlie at heart.

Chaloc
Designed to fulfil the needs of the woman between ages of 25-35.
Style: Practical but feminine, and a trifle more classic than the more trendy styles found in the QS range.

Women's' Segment
A segment for the mature woman.
Style: This season, the racks are filled with colours of autumn with rust and black touches, pink and maroon and a whole range of pastel blouses.

The most appealing aspect to this segment is that it saves women in this age group from having to rummage through everything to see what will suit them. This is sold as a premium line for the woman who has finally found her personal style.

S.Oliver would like to position itself among the many affordable brands that are within easy reach for the common man. The new collections coming in every ten days ensure that the risks of bumping into
women wearing the same look are minimised.

Golden Lace Trading