Lorissa brand to make big impression

Gary Breit reckons people just don?t make things the way they used to.
Back when he was director of Janelle Creations ? an Australian womenswear company that supplied the industry for some twenty years ? Breit said clothes were made on-shore with an emphasis on quality, finish and fit.
Now, the Melbourne-based ragtrader believes manufacturers are putting the dollar sign before the consumer.
"Since stepping back in the game after retirement, I have heard repeatedly that the majority of clothing is lacking compared to what it used to be."

Eager to tap into two generations worth of industry knowledge, Breit is now re-venturing into the womenswear category with the launch of 'Lorissa' in February.
The new plus-size label, aimed at women aged between 25 to 45 years of age, is manufactured in Melbourne and specialises in dressy day, cocktail and eveningwear.

Breit said it was conceived after he noticed an absence of "fresh" and "funky" designs for larger women in Australia.
"The average size in this country is now a size 16 and many retailers are now realising missed sales and profit. The key to success is to provide a younger image, the latest fashion styling and a garment that fits."

Wholesaling from $40 for tops and pants to $125 for fully beaded garments, the brand will stage its first industry showing in February before appearing in stores for spring/summer 2007.
The debut collection includes tops, dresses, pants, skirts and separates made using polyester/spandex, mesh and beading with sizes ranging from 14 to 30.

Briet said his goal was to firmly establish the brand in retail and department stores throughout Australia.
"We?re confident that after 18 months of research, of speaking to retailers and agents and listening to the marketplace, Lorissa will leave customers feeling and looking great."