Myer plumps up its winter range

Australian department store Myer is finally tapping into the old ? and lucrative - rhetoric, "the bigger the better".

As part of its autumn/winter 2007 womenswear offering, the Melbourne-headquartered company will introduce two plus-size labels for both the young and mature-age markets.

After successfully launching the trend-driven Stella line for contemporary consumers early last year, Myer is set to release its "larger, contemporary sister" Estelle from late February. The launch of the brand, which is similar in design and aesthetic to that of Stella, will coincide with the introduction of a "classical" counterpart, Dossier.
The news comes months after Myer womenswear business manager Mark Bingemann announced the company's intention to boost its baby-boomer and plus-size divisions. At the time, Bingemann said both categories were "back on the radar" after former managing director Dawn Robertson strategically ignored them to focus on other key elements of the business.

In addition to the launch of Dossier, Myer will also introduce classic labels Stitches, Plenty and One Principle this winter while Out with Evie will serve to further boost the youth apparel sector.
After a positive debut in spring/summer 06/07, Australian designer Yeojin Bae, Lacoste, Marge and Fred Perry will showcase their first winter collections for the department store.

Bingemann said the broad selection of local and international brands would serve growing categories and maintain strong sectors such as youthwear.
"We're continuing to focus on our contemporary demographic as well as building on classics for our baby boomer consumers," he confirmed.

While the coming season will see a broad range of trends and colours hit stores, Bingemann said key highlights include the metallic dress, high waisted skirts, swing jackets and a return to occasion dressing. Key shades are black, grey, purple and British racing green.
"Overall, volume continues to play an important part and the silhouette is definitely getting shorter."