Danish fashion royalty steps ashore
A favourite of Princess Mary of Denmark, the lifestyle label would target upper end boutiques and the private label divisions of department stores, confirmed Auckland-based Product Sourcing International 2000 (PSI) - Day's exclusive distributor in New Zealand and Australia.
PSI managing director Warren Bird said the womenswear range - inspired by ethnic culture, modern classics and vintage clothes - comprised five stories, with price points of between $300 and $350 for key pieces.
"The main attraction of the women's line is that it caters to a wide age group, from 25 to 55. I've seen both age groups wearing it and it looks great," he said.
PSI was considering a number of promotional options including editorial and advertising in women's consumer titles, he added.
Key looks for spring/summer 07 were shirt-dresses, flowing frocks and maxi-dresses, pants in stoveMelbourne-based Fibre Fashion Agency has been appointed agent for the brand in Victoria, South Australia and Tasmania, with agents in other states yet to be finalised.
Day had around 1000 distribution points across 19 countries, and was recently listed by UK trade magazine Drapers Record among the country's top 10 best selling brands alongside Missoni, Diane Von Furstenberg, Armani, Marc Jacobs, Matthew Williamson, Ghost, Nicole Farhi, Vivienne Westwood and Juicy Couture, confirmed Fibre Fashion Agency director Kristen Tassone.
It was hoped the brand - which covered menswear, jewellery, accessories, kidswear, lingerie and homewares - would ultimately expand to other categories in Australasia, she added.