By bizn_fun 
Fashion journalist Priya Raj says it was currently a difficult time for the segment of the market that Lady Cameron was aiming for.
“It was niche from the perspective that the clothing is not a high street price, though not quite high-end luxury,” she said, adding its market was “narrow”.
“High-end luxury brands don’t really need to worry about economic downturn because their clientele’s spending habits are likely to be unaffected, for the most part. And big high-street brands are working on such a big scale that again, people are going to keep spending”, she added.
The fashion space in Britain has also been struggling as people find cheaper alternatives from online rivals like Shein and Temu, and can find bargains in luxury fashion on second-hand apps such as Vinted or Depop, which have marketed aggressively to their target consumers.
Priya added that people “just don’t care enough about celebrity-led brands, unless it’s a celebrity they really connect to or is high profile enough”.
“David Cameron’s stint as PM ended in 2016, and the brand launched in 2017, so she was still riding this wave of relevance.”
Cefinn will be operating as usual until its upcoming winter collection, to be released in late September, which will be its last offering.