Discount department store Big W unveils its next big bet.
The company has confirmed it will look to capitalise further on its latest designer tie-up, with Annalise Braakensiek, following the release of the first collaborative capsule earlier this month.
The 'Annalise, Love Your Curves’ range is the first collaboration between Big W and Braakensiek and aims to provide Australian women with a selection of low price and fashionable sleepwear intimate apparel in a range of sizes.
According to Big W, the first drop precedes a Christmas collection due in December and further collections which will be available early 2014, including an “exciting new range extension” in February, 2014.
“The timing is perfect. Over 40 per cent of Australian women are DD+ or bigger, and it is increasingly difficult for these women to find beautiful intimate apparel.
“Big W's strategy is to provide Australian families with great quality product at exceptional prices, everyday. And the 'celebrity' collaboration is an exciting initiative that brings this to life in our stores.”
The latest partnership, with Braakensiek, follows a string of successful collaborative collections entered into by Big W and the company has revealed there are plans to continue to capitalise on its 'winning formula'.
“Big W's customers have certainly enjoyed the benefits of us working with a number of 'celebrities' by bringing credible and fit for purpose ranges to market. Most recently the collaborations between Big W and Michelle Bridges, Guy Leech, Peter Morrissey have enabled us to provide outstanding product to our customers.
“The benefit of working with the designers and the category specialists that we use is they bring a high level of expertise and design input to the table, and are directly involved in the product development process. The result is an authentic range solution across a number of categories that our customers' love. We will continue to include this range collaboration in our strategy going forward.
“We do have plans for further collaborative collections due for launch early in 2014 that we are thrilled about...”
As reported in Ragtrader [September 2013], earlier this year, iconic designer and Ragtrader Live speaker Morrissey revealed the extent of success from his partnership with Big W.
Speaking exclusively to Ragtrader, Morrissey said his latest venture with Big W turned over $1.4 million in three days, with a 55 per cent sell-through within the same period.