The sister company to young women’s retailer Bardot has launched a new label to compete in the 16 to 35-year-old female market.
Called mucci & me, the offer from Melbourne-based wholesaler BC Clothing is pitched at designer-conscious consumers at affordable price points.
Designer and director Maria Palmucci said the label suits women who are trend-aware and read fashion magazines such as Grazia and Shop til You Drop, yet may not be able to afford to purchase designer brands such as Zimmermann and Wayne Cooper.
BC Clothing provides apparel to Myer for the Miss Shop label, as well as other brands. Palmucci said mucci & me draws on the existing infrastructure of BC Clothing, including offshore manufacturing and fabric sources.
“It is not fast turnover and not throw-away fashion,” she said. “It is a designer and runway-inspired look that is fresh, simple and stylish.”
Outfits for social occasions and events such as the spring racing carnival are key, Palmucci said.
Launching for summer 2010, the initial range will be stocked in Myer stores and a number of boutiques nationally from August. This will be followed by a high summer injection offer of 15 styles.
Uptake has been particularly popular in Queensland, with one major retailer set to stock it in 15 outlets, in addition to another 12 independents. It has also picked up a stockist in Dubai.
Dresses are integral to the launch summer collection. Fabrics used include silk chiffon, satin and metallics. Tiered ruffles, ruching, layering and draping are primary details.
Strapless and one-shouldered dresses are prominent, with nude, pink, black and pewter the main colours. Prices range from $120 to $350.
Four ranges per year will be available. The winter collection, hitting stores by March 2011 will be boosted with 30 to 40 styles, including blouses and jackets.
Bardot runs 37 stores nationally, along with labels Bardot Junior, Monroe and accessory label Aliss & Ena.
Melinda Oliver