MELBOURNE: High Street retailer Metalicus is preparing to tackle the activewear market. The company, which was acquired by PAS Group in 2007, is currently wholesaling its Move by Metalicus line to independent boutiques across Australia.
This follows the inaugural release of its ‘Girl’s Best Friend’ shapewear range and ‘Little Black Dress’ collections earlier this year.
Marketing manager Elise Ross said the new ventures were aimed at filling gaps in the local womenswear market.
“With the activewear line for instance, we wanted to provide fashionable gear at more accessible price points to say ‘Stella McCartney for adidas’.
“We conducted an online study which found consumers also wanted to buy this activewear in a fashion boutique environment – not by rifling through a sports store.”
The autumn/winter 2010 collection is split into three categories: ‘Essence’ for basics such as tees and shorts produced from supplex blends; ‘Explore’ for stylish layering pieces such as racerbacks and singlets made from supplex and nylon blends; and ‘Endure’, which includes outwear items, jumpers and leggings. Towels, bags and drink bottles are also included in the 30-piece range, with clever detailing such as towel pockets to contain keys and loose change and mp3 holders.
Retail price points start at $60 for tops, $99 for pants and $129 for jackets. Ross said two separate product drops were scheduled for the winter season, the first appearing in selected stores from January.
In order to maintain the exclusivity of all lines, a full-time fabric specialist will soon join the Metalicus team to develop and source exclusive textiles for coming collections.
“We want to keep building that area of our business because it’s something we’re really well known for,” Ross said. “We’ve got an organic range coming in for spring/summer and [are] expanding our core collection with pure, natural cotton fabrics for the coming winter.”
The company is also planning to launch its new interactive website and rewards program in November. As reported in previous editions of Ragtrader, the website will include a host of unique features including a ‘search by body type’ tool video interviews with Metalicus designers.
Metalicus operates 16 stand-alone stores and concession sites at David Jones, along with over 400 wholesale accounts across Australia and New Zealand.
Assia Benmedjdoub