Noni B breaks into high fashion

 

Fashion retail giant Noni B is preparing to shake up its classic womenswear offering, with an exclusive designer line launching into 130 stores from April.

The Sydney-based retail group, which operates 213 stores nationally, has enlisted bespoke designer Daniel Avakian to create a line of tailored garments and special event dresses. The original designs will be targeted at customers of its Liz Jordan branded fashion line.

Avakian confirmed the collaborative concept was first tabled in July 2010, with the inaugural capsule range currently being manufactured in China.

Avakian is a graduate of the Whitehouse Institute of Design, and received first class honours after completing his Masters in Design at Accademia Italiana Arte Delle Moda Design Institute in Florence in 2005.

The designer made his entry in ready-to-wear with a showcase at Australian Fashion Week in 2007, before setting up a bespoke suiting and occasion wear business the following year.

Avakian confirmed his latest project will launch into stores in April, 2011.

“The program is aimed at creating a high-fashion point of difference for Noni B, as well as supporting an up-and-coming local fashion designer,” Noni B and Avakian said in a joint statement to Ragtrader. “The initial installment of the collection will focus on modern tailoring coupled with special event dresses.”

Key pieces from the collection include a crisp cotton/linen jacket, a lightweight georgette cocktail dress and mechanical stretch crepe garments priced from $99 to $349. The range will be displayed in-store through a stand-alone rack, with a distinct black swing ticket reading ‘The Daniel Avakian Collection’. The tag will be situated alongside a Liz Jordan swing ticket on each product.

Avakian declined to comment on product volumes or frequency of drops for the new collection, but suggested this was a long-term venture.

“We are focusing on the introductory collection at this stage which will be further developed in due course,” he said. “Both Noni B and I are very excited about the future and looking forward to this being a most successful collaborative venture with some fantastic results.”

Noni B joint managing director David Kindl first hinted at a more directional product offer for Liz Jordan at the company’s annual general meeting in 2010.

“When, two years ago, we determined our new strategy was to broaden Noni B’s appeal, our aim was to become the fashion store of choice for the 40+ woman,” Kindl said at the time.

“Since then, it has become clear that our exclusive Liz Jordan designer label is appealing to many new, younger customers.”

It is hoped the new venture will reignite trade in the sluggish fashion retail market. Noni B was among a group of retail heavyweights to downgrade profit forecasts for the 2011 financial period, following rampant discounting and low consumer confidence in the lead up to Christmas.

Noni B expects a profit of between $1.5 million and $1.9 million for the first half of the year, with comparative store sales down 2.5 per cent over the previous corresponding period.

However, in an address to shareholders, Kindl reaffirmed the company’s commitment to maintaining strong supplier relationships, tight inventory control, customer service and growing the group to a network of “at least” 250 stores nationwide.

“I believe Noni B is positioned to increase our share of the women’s fashion market as discretionary consumer spending recovers,” he said.

Assia Benmedjdoub