NEW ZEALAND: New Zealand-based footwear label Kathryn Wilson has launched a diffusion line – Miss Wilson – across Australia and New Zealand.
The Miss Wilson collection will be available in Australia at the end of February and sold exclusively through 12 Platypus stores in New South Wales, Victoria and Queensland. The range will retail at a slightly lower price-point ($199-$385) than the Kathryn Wilson line in a bid to attract a slightly younger demographic of 15 to 30-year-olds.
The debut winter 2011 collection will feature seven styles of women’s leather and suede footwear including wedges, pumps, espadrilles, a heeled sandal and a winter boot, in neutral shades with highlight colours of cobalt and blue.
Designer Kathryn Wilson said although the Miss Wilson line has been released on the back of the success of the Kathryn Wilson brand, which has been sold into Australia since 2007, the new range aims to capture a different target market.
“We have a strong presence and understanding of the New Zealand market and we feel the timing is right for us to focus on the growth of the Kathryn Wilson brand throughout the Australian market and launch the Miss Wilson brand simultaneously with New Zealand,” she said.
“However, [with Miss Wilson] we are hoping to appeal to the younger sister of our existing customer, so we've made the price point is more affordable and the distribution more accessible.”
Wilson will release just two collections (summer/winter) of Miss Wilson initially, but said she plans to expand the reach of both labels within the Australian market and is currently working with a brand representative in Sydney to assist in the growth, distribution and customer recognition of both labels.
“We hope to increase our number of stockists each season and are looking to expand into department stores and launch our own retail outlets when we're ready. I have made a commitment to spend a lot more time in the country this year to make sure we are making the most of each opportunity.”