Department store David Jones has bolstered its arsenal ahead of the crucial summer season.
The company has confirmed the launch of a range of youth fashion swimwear, designed by renowned swimwear brand Jets and made in Australia exclusively for David Jones.
Commenting on the new addition – titled 'Hippies by Jets' – David Jones said the range reflects a gap in the market identified by David Jones for “well made, edgy swimwear with a strong design and print aesthetic at accessible prices for a younger customer”.
The Hippies range is designed by Jets as a separate brand with a focus on separates such as bikini bottoms, bikini tops, tank tops, one piece swimsuits and cover-ups.
David Jones general manager of womenswear Sophie Clark added that the addition of the Hippies collection is expected to boost the department store's youth category which is currently growing strongly.
“We are seeing exceptionally strong growth in our young fashion business across not only clothing but also other sub-categories such as swimwear, intimate apparel and accessories.
“Feedback from our younger customers was that whilst they loved the quality of Jets swimwear they wanted younger, edgier designs that they could mix and match to suit their mood and to personalise their look.
“As a result of this feedback we approached Jets and collaborated with them to create the Hippies range which has been developed specifically for David Jones’ youth fashion customer,’ Ms Clarke said.
Jets design director Jessika Allen said the collection launch also enables Jets to target a new market segment.
“Hippies delivers accessible and on-trend swim and resort-wear pieces targeting the young women’s fashion segment. The collection features five unique stories of fashion namely tribal, floral, art deco shapes, prints and bold colour highlights. We’re thrilled to present this new and exciting label to the beach chic consumer in collaboration with David Jones.”
Prices for the Hippies swimwear range start at $49.95 and range up to $89.95 for cover-ups to compliment swimwear. The first collection is now available at all David Jones stores nationally.
The Hippies range joins other recently introduced youth fashion brands into David Jones on a department store exclusive basis including L’Agent, Michael Lo Sordo, Cameo, Finders Keepers, Talulah, Etre Cecile, Sabo Skirt and Kitten Sleepwear.