Pyjama label jumps out of bed
Created and run by partners Mariah Rankovic and Bev Litsas of Fashion Solutions Australia - who between them have 20 years? experience in wholesaling and retailing - the label had been in existence "in a small way" for a couple of seasons, undergoing a branding revamp this year to raise its profile in the market, confirmed co-founder Mariah Rankovic.
"We?ve enhanced the range with a greater use of prints and a quirkier look and feel. There are also now three styles of pyjama available," she said.
A signature garment of the range was the traditional all-in-one long john, targeted at the one to eight year old market, while a looser cut pyjamas or shortie pyjamas would target the three to 14 year old market.
"We are also offering a singlet and briefs for the one to eight year old market; these are proving extremely popular, especially in the gift category as they are dressy enough to be worn with jeans, skirts or shorts as an outerwear garment but are priced as underwear."
All versions were available in boy and girl prints and stripes, with themes for winter 07 including A1 flight school, combi vans, cowboy and top dogs for boys or ballerinas, dolls and tulips for girls, she added.
A Little Johns PJs website is also currently under construction with a launch planned prior to delivery of the pyjamas in store next February.
"The website will be used as a support tool for retailers and will incorporate interactive pages for children to browse and become involved in the label via a range of initiatives including customer competitions."
"The response from retailers Australia wide has been phenomenal to date. We have been inspired by the positivity in the industry and have had to extend our selling time to accommodate demand for the pyjamas."