SYDNEY: Billion Dollar Babes’ latest ready-to-wear venture has highlighted the challenges of manufacturing onshore.
The brand has remained true to its local production strategy with the launch of its tweens’ line ‘Billion Dollar Babes by Tyler Rose’. However, the cost of producing the collection in Australia has forced designer Michelle Cooke to rethink her distribution strategy.
The debut range, aimed at girls aged between seven and 12 years, will be available online only.
“By the time we worked out the costings of fabric and making it in Australia, we nearly had a heart attack at this end, but it is not designed to be a mass market product,” she said.
“To wholesale it and make it financially viable and worthwhile you have to produce it offshore – and I’m probably one of the few designers who produce 99 per cent of their range onshore. I only produce offshore what can’t be made in Australia.”
This meant only knitwear and beading components for the new range had been sourced internationally, she said. She would not rule out a wholesale agreement with department stores in the near future but said suitable conditions would need to be negotiated.
Scheduled to launch later this month, the debut collection is priced from $89 to $149 and is inspired by Cooke’s eight-year-old daughter Tyler Rose. The spring/summer 2009 range comprises 10 pieces, including maxi dresses, tank dresses, playsuits and hooded tops in broderie anglais, chambray, cheesecloth, lightweight denim, viscose, angora wool and wool blends. Black is the dominant shade, offset with bright block colours.
Initially two summer collections and one winter collection will be offered each year, but Cooke said this may change depending on the brand’s success.
The range was launched to fill what Cooke perceived as a gap in the market for “cool”, non-sexualised fashion for tweens. She said products targeted at this demographic were largely inspired by grown-up looks from pop stars such as The Veronicas or the “skimpy” attire of Bratz toy dolls.
This is not the first time Cooke has aimed to shake up the national clothing market, with her diffusion line for plus-size retailer City Chic attracting headlines late last year. She created five designer dresses offered in sizes 14 to 24 and priced from $250 to $300.
Billion Dollar Babes’ womenswear range is currently stocked in approximately 40 Australian boutiques as well as being sold online. A new showroom and production space was recently opened in Alexandria to support the growth of the business.