SYDNEY: The 'sophistication' of the activewear market in the US has prompted local label Oscar Mimosa to swing its attention across the Pacific.
At just 10 months old, the premium activewear label has already been pursuing opportunities in the US for six months. In July, Oscar Mimosa designer and director Sarah Harte will build on her efforts by hosting multiple trunk shows in New York and Los Angeles in conjunction with luxury health club Equinox.
The investment comes on the back of research into the US market by Oscar Mimosa brand manager and director of BAM Brands, Justin Watson.
“We are initially focusing on the US market because the activewear/dance category is so strong and we see a gap for a more premium collection that is both fashionable and functional, I suppose something in between Stella McCartney for Adidas and Lululemon,” Watson said.
“We also found from our research that American women are more inclined to purchase outfits for their workouts and search out fashionable yet functional options. There was also some hard numbers like the fact that there are over 17,000 health clubs and day spas generating over seven billion annually.
“We definitely see the activewear category growing within the Australian market too however it's not as sophisticated as the US,” Watson said.
Currently, Oscar Mimosa has 18 stockists in Australia and an additional four stockists across New Zealand and the US. The brand also operates an online store.
Harte revealed the label will be targeting resorts, spas and health clubs in the US before seeking stockist interest from boutiques and department stores. She also detailed design tweaks she has incorporated into her second spring/summer range.
“The upcoming spring/summer 2010/11 Demure Adrenalin collection still offers innovative silhouettes however we have made the product more functional by increasing top support plus the addition of power mesh assists with cooling,” Harte said.
Oscar Mimosa releases two collections annually with the forthcoming Demure Adrenalin collection incorporating 20 pieces. Signature designs include unitards and tights that retail from $120 and yoga tops and singlets that range from between $70 and $90.
The label features performance fabrics sourced from Italy and sizes span extra small to large (Australian women's 6 to 14). Product is manufactured in China.
Oscar Mimosa is designed for men and women who train competitively as well as those who lead an active lifestyle.