House of Fraser relaunching own brand fashion label

House of Fraser is relaunching its own-brand fashion label Linea, under a scheme designed by its in-house Visual Merchandising team.

It has rebranded the womenswear range, introducing a black-and-silver palette to the brand identity, retail interiors, packaging and labelling.

In-store areas use a black acrylic finish for customer counters. A complementary overhaul of the menswear range will follow next month, rolling out to three of the group’s stores, starting in Glasgow.

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