High Street womenswear chain Seduce will continue its push into the domestic upmarket category and American retail sector, despite weakening demand in both.
The Sydney-headquartered company confirmed its 'Be Seduced Luxe' line would launch into select stores and independent retailers across Australia from next month. The semi-formal and formal collection features a total of 70 pieces priced from $250 to $499.
Described as a "more luxurious" counterpart to the brand's core ready-to-wear line, it is understood the line would be a permanent fixture of Seduce's overall offering with two collections released per year. It will join the company's current stable of brands that includes Seduce, Katherine and Blue Juice.
Be Seduced Luxe head designer Jilda Lancuba said its success would defy tough economic conditions.
"We analysed the market for fashion forward, high quality and unique semi-formal to formal wear and noticed there was quite a disparate price gap in what was available in this category.
"Be Seduced Luxe was born from the idea of creating gowns that would make the wearer feel like the belle of the ball without breaking her bank account."
Lancuba said the styling, fabrication and price points were also distinctly different from the core Seduce line with references to '50s, '60s and '70s designs. The debut collection includes maxi dresses, '50s prom dresses and cocktail gowns.
Although the first range is exclusive to the Australian market, the Seduce brand would continue its assault into US retailers with consecutive appearances planned at trade shows in Los Angeles and New York this month. It will join local brands such as Metalicus, Wish, Urban Originals and designers Carl Kapp and Konstantina Mittas in attempting to attract key buyers and media at G'Day USA, which will run fashion showrooms at Los Angeles from January 13 to 19 and New York from January 20 to 24.
Seduce marketing manager Lauren Mieklejohn said the brand would be in a better position to comment on conditions in the American retail market following the showcases. In addition to its 16 domestic stores and 200 wholesale clients, Seduce is currently stocked at American department store Macy's along with 50 independent boutiques.
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