A whole new world: Escada for kids
Following a major licensing agreement with Children Worldwide Fashion (CWF) in October, the cross-divisional label is now aiming to capture a greater market for its autumn/winter 2007 collection. Previously licensed by the Newman Group, the recent change of hands means the brand will be created, produced and distributed by CWF; a French-based fashion service.
CWF director of Australia operations Eva Massai said the extended line would fit well with the company's current portfolio of brands. These include DKNY, Burberry and Marithe & Francois Girbaud.
"Escada is a brilliant brand for adults with a strong image and positioning in the Australian market," she said. "DKNY for children has already proved extremely successful in Australia for the past six years and Escada has a similar potential but in a different style."
While the company has yet to reveal details of the new winter range, it is understood it will cater for newborns to 16-year-old girls. Previous collections have included delicately embroidered jeans, faux fur and quilted parkas, tiger print skirts and tops and double-E logoed babywear.
Massai said Australian buyers could expect to pay from $30 to $180 for Escada's 2007 collection and that it will feature high quality fabrics such as silk, cashmere and 100 per cent cotton.
With the womenswear division continuing to operate successfully in both the national and international markets, Massai also said she is confident the childrenswear line will follow suit.
"Luxury wear for children is becoming a way of social recognition for people who can not buy these brands for themselves but can afford them for their children. It is a kind of way to show their success."
Manufactured in Europe and Asia, the autumn/winter 2007 collection will have its first Australian showing in January.