Ivory hunters to hit pay dirt

MELBOURNE: Apparel designer, wholesaler and importer the Austin Group has expanded its suite of womenswear brands with the launch of a high-end fashion label.
Ivory - which launched officially at trade fair Fashion Exposed in Sydney last month - is currently showing to retailers across Australia and will be available through selected ladieswear boutiques nationally from July.
Austin Group marketing manager Coel Dart said in joining the group's womenswear labels Contempo and Itsu, the brand was characterised by "co-ordinated outfits designed for every occasion".
The Ivory range would benefit from injections of up-to-date fashion approximately every eight weeks, kicking off with a summer '06 range characterised by "essential pieces" including pants, knits, tops, dresses, basics and of course our perfect fitting denim jean.
Every piece is a "must-have," Dart said.
Austin Group product manager Andrea Haintz described the brand as "relaxed and informal yet sophisticated and dressy".
Manufactured in Asia - Ivory would be characterised by a strong focus on good fitting "quality" apparel and the best quality fabrics, she said.
The label - priced for the higher end of the middle market with pants at $79 to $89, jeans and skirts at around $59, dresses at $79 to $89 and tops at $49 - is the latest addition to Austin Group's suite of proprietary brands.
These include Contempo, Itsu, Billiecart, Brian Rochford, Roar, Purr, Globalocal, Who's Billie, Sp Girl, Milly, Purr, Ng Surf, Nuggets, Roar, Blueprint and Hope and Glory.
The group also owns licensed properties including Playboy Swimwear, French Kitty, Town and Country, Hot Tuna, Voodoo Dolls and Crusty Demons.
Austin Group had taken the decision to create another proprietary womenswear label - leveraging the group's "expertise, use of quality fabrics and sales infrastructure" - rather than striking a licensing deal in order to give its customers a unique point of difference, Dart said.