Ragtrader can reveal the Sunshine State as the biggest consumer of the inaugural men’s and women’s collection, which was launched at Coles’ Burwood (Victoria) superstore on September 1 before filtering into additional sites nationwide.
This is the first fashion venture for supermarket Coles, with category expansion likely to take place in the second half of 2012.
Coles brand manager Beverley Johnson said immediate changes were unlikely due to three-four month lead times, with key learnings to be discussed at the end of the first season.
“We’re not surprised the line has performed the strongest in Queensland so far,” Johnson said. “It’s a very casual brand story and the warmer weather is suited to the styles hitting shelves. We have quite a compelling swimwear offer - where else can you buy a one piece for $25 or bikini separates for $15?”
Basics have recorded the strongest sales nationwide, with items such as a spagetti strap singlet in eight colourways ($6), tees (from $8) sleepwear and activewear being top performers. Johnson said more high-fashion pieces had not sold as strongly.
“We’re finding Facebook a fantastic place for gathering feedback,” she added. “This is where we can gauge things such as quality, size and price issues and we are looking at all areas over time.”
While no major changes are planned in the lead up to Christmas, it is likely the next major product expansion will involve childrenswear in 2012.
Developed by a New York-based design team, the first drop included thongs from $4 to $39 for a dress. The women’s component is aimed at ‘young mums’ seeking affordable choices.
Assia Benmedjdoub