Covert opens up on makeover

MELBOURNE: Womenswear brand Decjuba has blown its cover, unveiling a re-design, price re-structure and retail expansion in the wake of its change of ownership.
Fashion house Covert Fashions - which acquired Decjuba from Kookai parent company Republique in late 2004 - had kept the label under wraps while it worked on a radical revamp, confirmed Covert public relations manager Phoebe Vile.
"The old Decjuba was considered a next step up from Kookai, but the new look is more about basics and simple pieces that can be mixed and matched. It's also a lot about fast fashion."
Designer Peta Baldacchino - appointed to re-design the label - said the new styling would broaden the label's target market to a more "ageless" demographic.
"The label used to be very flirty and feminine a bit girly and over the top. We've kept some of those elements but we're also going for a sleek and clean look that's very simple and easy to wear."
The inaugural new-look range - typified by an "Italian Riviera" look featuring Capri pants and nautical separates - would hit stores in July and August, followed by a 'Casablanca' collection featuring sleek military and safari styling.
The label had expanded its retail drops from four to six weeks but would counterbalance this with regular injections of on-trend pieces.
Price points had reduced, with key items such as pants retailing at $129 compared to $200.
"We're growing and production runs have gone up which means the unit price has come down," Baldacchino said.
Currently operating 11 stores, the label would expand to a total of 14 by the end of the year. Two of these - in Auckland's St Luke's and New Market precincts - would see the label crossing the Tasman, while a new Adelaide store would see it entering the South Australian market for the first time.
Baldacchino said Covert was working on a soft campaign featuring press advertising and point of sale material to gradually awaken interest in the new look.
"People still associate Decjuba with Kookai, but we just want to let it slowly filter out that the brand has changed, so consumers gradually sit up and take notice."