BRISBANE: Lingerie brand Daniel Hechter has launched a bid to become more competitive in the Australian luxury market.
The French-made brand will be offered to retailers at a lower wholesale price point from summer 2011. Therefore retail prices for bras will range from $74.50 to $87.50. Originally stock retailed between $92 and $99.50.
The brand is distributed in Australia by Brisbane-based importer Grace and Paris. Agent Dianne Clarke hopes the new price strategy will see an increase in retailer profit margins combined with the sale of more units.
She said Grace and Paris has worked closely with the label's manufacturer to acquire the new price points. Clarke predicts the change will help grow the brand in the Australian market.
Around 17 new styles will be released for summer 2011. Clarke said the collection is heavily influenced by French ready to wear fashion with midnight blue being a dominant colour trend. The range is named after streets in Paris, reflecting its French roots.
Daniel Hechter Designer Lingerie is stocked in over 2500 boutiques worldwide with Grace and Paris being the brands exclusive importer in Australia and New Zealand.