Little Minx takes on the grown ups
A new player in the lingerie market is preparing to give high-end overseas brands a run for their money. Set to launch in September, Little Minx was designed to attract shoppers who aspired to labels such as Chantal Thomass and Agent Provocateur, but were likely to be swayed on price, confirmed the label's designer Ursula Dunne.
"Little Minx is high-fashion lingerie at an affordable price point, targeting 18 to 35-year-old 'fashionistas' across Australia and New Zealand," she said, adding the label drew its inspiration from 1950's pin up girls and "modern rock star chic".
Little Minx's debut collection comprised a mix of vintage inspired pieces including bras, bustiers, G-strings, briefs and French knickers, along with high-fashion items including high-waist suspender belts and waste nippers.
Bras - catering for sizes 10A to 14DD - would retail for $34.95 to $49.95, while bottoms - catering for sizes 8 to 14 - would retail for $14.95 to $34.95. With the collection also including corsets that could be worn as outerwear, the brand targeted "yummy mummies" and "young corporate" women, Dunne said.
"The little Minx girl loves to splurge on a savvy new lingerie set every few weeks but is still conscious of the price tag. She is a style leader who is extremely brand conscious and loves lingerie which is original, fun and makes her feel very sexy." The brand was currently working on a consumer marketing strategy with Surry Hills based fashion and beauty publicity specialist Symbol PR, she said.
Little Minx is a division of Chipping Norton (NSW) based intimate apparel manufacturer and wholesaler Bassoni International. Founded in 1999, Bassoni now supplies more than 300 boutiques across Australia, New Zealand and the South Pacific, releasing new ranges on a monthly basis and providing stock service on its entire product line.
While benefiting from Bassoni's infrastructure, the Little Minx brand would be promoted separately from its parent company, as its youth and high fashion proposition was designed to target a different customer, Dunne said.
By Belinda Smart