Celebrity collaborations and fashion forward labels keep BT2 a hit with customers
BT2 is retaining its position as the young, fashion conscious consumer’s go-to store this season.
On Saturday morning, the Grafton Street store was inundated with savvy shoppers keen to get their hands on Kanye West’s coveted Adidas Yeezy Boost 350 runners. In an hour, the trainers had sold out, proving the lucrative power of celebrity endorsement prevails.
The sell-out success of the limited edition sneakers was an important moment for BT2 in order to prove that it has its eyes firmly fixed on what is current, trendy and popular amongst Irish customers. Similarly, the collaboration between ‘IT Girl’ Alexa Chung and AG denim is an important addition to the store and is expected to keep the style set happy for another season.
For Autumn/Winter, BT2 is welcoming labels such as Finery London, Three Floor and Harris Wharf London, which will join cult brands including Isabel Marant Etoile, Self Portrait, Maje, Cos, Sandro and Victoria, Victoria Beckham.
“This season BT2 sets the tone and pace for new young fashion with fantastic brands arriving to each of our stores,” Brown Thomas Group Fashion Director Shelly Corkery said.
Claire Breslin, Womenswear Buyer for BT2, agreed that the focus remains on ‘wow-factor’ investment pieces, quality denim, and the resurgence of the 1970s trend but in a new, rich autumn colour palette. Shoppers can expect a focus on jumpsuits, capes, tailored coats and embellished dresses, while statement pieces in suede, leather and wool will remain popular.
BT2 will also expand its cosmetic offering, with the launch of a permanent Jo Malone counter in Dundrum and a pop-up Charlotte Tilbury makeup counter in the lead up to Christmas.