SYDNEY: Streetwear brand Zanerobe has dramatically ramped up its wholesale presence after extending its offering to incorporate new womenswear and suiting lines.
Previously servicing only the men’s and childrenswear markets, the decision to diversify the business has already paid big dividends with both ranges being picked up by department store David Jones in their inaugural seasons.
The announcement comes on top of a decision by the brand to begin expanding its production base outside of China and Hong Kong to incorporate European and South American facilities, to better align with its US and UK stockists.
Label co-founder Jonathan Yeo said the decision to bulk up the company’s core offering was driven almost solely by consumer demand.
Similar to the experience of Sydney menswear designer Fernando Frisoni, the company had noted an increase in the number of women buying men’s product to dress themselves, Yeo said.
The debut women’s range, dubbed ‘The Girls of La Roquille’, features slim fitting ‘tennis’ dresses, singlets, T-shirts, hoodies, shorts, jeans and what Yeo described as the range’s signature look – a little black dress.
Available in sizes six to 14, and denim increments of between 24 and 32, the collection is fabricated from knits, matte silks and denim, with metal and rope cord detailing.
Launched in-store from this month, retail price points range from $50 for a top to $150 for jeans, with the core collection targeted at women aged between 17 and 28.
Yeo said the company, which was afforded just 12 weeks to have designs and a sample collection ready to sell, had picked up around 100 doors for the debut range. Its first product drop occurred earlier this month.
“The biggest challenge has been maintaining consistency with the bold look and feel of [Zanerobe’s men’s collections] but in a practical actuality for today’s women,” Yeo said. “Everyone is delighted about the level of design maturity reached in such a short period.”
To coincide with the launch of womenswear, the company has also launched a new suiting line. Boasting retail price points of $500 to $650, the suits are constructed from spotted, chequered and twill European cloths. Key highlights of the range include slim jetted pockets, dual back vents, extended lapels, tapered legs and both single and double buttoned jackets.
The range launches in October and will be exclusive to David Jones. The company has decided against launching a major marketing initiative to support the new lines.