Australian fashion brand Jag has backed its first collaboration with Gold Coast content creator Chloe Fisher at scale, launching a 47-piece collection that includes the brand’s first move into childrenswear.
The Jag x Chloe Fisher collection has just launched across Jag’s stores and owned channels, retail partners The Iconic, Myer and David Jones, and Fisher’s own channels. It comprises 32 womenswear pieces and a 15-piece children’s Mini Me capsule.
Jag general manager Jalda Azad said the collaboration was originally planned as a 10- to 15-piece range, but grew after a design session with Fisher produced more ideas than expected. The brand sampled all 32 womenswear pieces with the intention of editing back, but kept the full range after fittings.
“Then the samples came in, Chloe tried everything on, and we couldn’t find the weak links. Everything worked together, so we backed it,” Azad said.
“The childrenswear came later and took us to 47.”
Azad noted a trial with Fisher earlier in the year gave the brand the confidence to go wide, with Fisher’s audience data closely matching Jag’s core 25 to 45-year-old female customer. A coming soon page allowing customers to register for specific pieces was used to check buys against early demand.
The childrenswear capsule came about after Fisher’s daughters attended the first fitting, prompting Fisher to suggest a matching piece in the collection’s hibiscus print. Azad said customers had been asking Jag for kidswear through social comments and direct messages, and category expansion had been on the brand’s radar as the business grows. The late October drop also positions the range for November and December gifting.
Mini Me’s performance will determine whether kidswear becomes an ongoing category for Jag.
The brand is primarily targeting Fisher’s community, many of whom are younger mothers who have not shopped Jag before. Online has led Jag’s growth over the last 24 months, with ecommerce up 42 per cent like-for-like in the last financial year.
“Online is increasingly where new customers discover Jag, so our focus has been on getting the brand in front of more of the right women,” Azad said.
Since teasing the collection from October 20, Jag reported a lift in social engagement and email sign-ups, while a giveaway run with Fisher has drawn close to 350,000 organic views.
The majority of marketing spend is in digital, across paid social and Fisher’s channels, with partner and in-store activity in support. Signage has gone up across the store fleet, Jag’s two freestanding boutiques hosted launch-day activations, and a launch event with Fisher will take place on the Gold Coast on November 6.
Azad said sell-through is the key commercial measure, alongside new customer acquisition and whether those customers go on to shop the core range.
“Most importantly, we want to see these new customers come back and shop Jag’s core range after the collaboration. That’s what turns a successful launch into long-term growth,” she said.