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Virgin Megastores Starts British Fashion Invasion

12 Feb, 2003 By: Hive News

Virgin Entertainment Group North America is launching a British fashion invasion.

The chain has signed up Ben Sherman, the U.K. based fashion and apparel designer, to offer selections from the Ben Sherman Collection at select Virgin Megastores.

The two U.K. brands have joined forces to reach their joint target market.

"Here at Virgin we focus on bringing American music fans the most diverse and latest in U.K. music and film, while Ben Sherman is bringing American fashion consumers the best in high-quality vintage-style clothing," said Dave Alder, SVP of product and marketing. "This partnership allows us another opportunity to offer our customers the very best in British merchandise."

A variety of men's dress shirts, jeans, and t-shirts are on display at Virgin Megastore Times Square; Virgin Megastore Union Square; Virgin Megastore San Francisco and Virgin Megastore Sunset (Los Angeles).

"Partnering with Virgin Megastores just makes sense. We've seen a growing trend in linking fashion and music together. Supergroups such as No Doubt, Blink 182, Incubus, Sum 41, Oasis, and Fat Boy Slim are avid Ben Sherman followers," said Ben Sherman entertainment marketing manager Dana Dynamite. "Shopping at a Virgin Megastore is all about an experience, a lifestyle. Why not offer the best in fashion and music all in one location?"

Virgin Megastore customers can browse through Ben Sherman's men's collection while listening to the best in new music and DVD releases at the four Megastores. Virgin plans to roll out more Ben Sherman boutiques in the near future.

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