Rare offer for feminine consumers
Rare Femme is a 12-piece mix and match range including leggings, layered tops, ruched strapless mini dresses, lurex striped camis and chemises in a muted colour palette of nude, black and white. The range also includes basic canvas leggings in black and white, as well as highlight pieces including minis and corsets.
Designer Rachel Padgett and marketing specialist Jacqui Padgett began work on the brand more than 12 months ago, having identified a niche for stylish, low maintenance clothing for women. Their aim was to create an eye-catching, high concept version of basic layered apparel, confirmed Rare Femme marketing director Jacqui Padgett.
"I ran a boutique in Bendigo [regional Victoria] for five years and I've been watching the market for even longer. A lot of the clothing seemed a little bland, not so much in terms of the pieces themselves but in the way they were marketed. We're looking at very innovative high concept packaging with an artistic edge. It's an edgy, feminine, classic look that makes you think of Marilyn Monroe, but also has a contemporary twist."
Forming a close relationship with stockists was also key, she said.
"We want to be able to give them in-depth knowledge on how the pieces should be co-ordinated and worn. A lot of retailers and consumers might look at the product initially and not feel confident with it, but with a bit of guidance they will see how exciting and versatile it is," she said.
Estimated wholesale prices for the collection - which is currently at the sample stage and scheduled to launch this August - were $30 for leggings, $35 for layered tops, $45 for ruched mini dresses, $35 for camis, $45 for chemises and $70 for canvas leggings.
"We've approached selected boutiques and department stores including David Jones as well as key opinion makers such as Australian Vogue. We also hope to take Rare Femme overseas," she said, adding that a Rare Femme website would be up and running later this year.