Big W has revealed it will release another five collections fronted by Disney star Selena Gomez following sales success with Gomez-affiliated product.
The discount department store dropped the third collection of Gomez's 'Dream Out Loud' label in stores in February. Big W told Ragtraderanother two winter and three summer collections would follow in the coming months.
“[B]oth summer capsules sold out within six weeks of going into store, exceeding expectation,” a Big W spokesperson said.
“It has definitely repositioned Big W, as the customer is coming to Big W in search of leading-edge, trend-inspired, celebrity fashion. Albeit the prices remain very competitive but our consumer has diversified and increased and the Big W ideology has changed with the consumer.
“Nothing has been planned at this stage however the Selena Gomez collection was received so well that Big W is open to exploring more tween fashion opportunities in the future.”
Dream Out Loud product caters to girls sized eight to 14 and first hit Big W stores in September 2010. Styles in the winter collection include nautical inspired t-shirts, stretch denim leggings, flannelette shirts and floral singlets. The label's retail price points range from $17.88 for striped long sleeved tees to $39.93 for dresses.
Dream Out Loud is supplied to Big W by design, manufacturing and import business KCX International.
Erin O'Loughlin