Australian fashion label NatalieChapman has changed its tack to cash in.
Designer Natalie Chapman has confirmed her eponymous brand is “about to begin it’s first year in the high-end marketplace with an understanding of the harsh realities of the retail industry”.
Chapman said she is in the process of re-inventing her namesake label into a higher-end offering from 2015, with price points expected to range from $300 to $500.
To assist in the transition, Chapman has appointed industry professional Hayley Burton as the brand’s general manager, in addition to a new executive financial officer.
Commenting on her decision to change the brand's direction and target market, Chapman said she saw an opportunity to cater to a market that was lacking.
“I saw a gap in the market for affordable high end pieces that would last in your wardrobe for at least five years. Consumers are saving wherever they can and always want quality for their purchases.
“I found that my customer wants to spend a few hundred dollars on a timeless trend setting piece that lasts them years and in style for years to come. This seems to be the money-savvy option rather than spending money on cheap clothing that will deteriorate after a few wears, which ends up costing you more over time.”
“The timing of the transition has been in our favour as there is a gap in the market right now for quality affordable timeless pieces.”
She added that while there is an understanding that consumers are saving, there are consumers that “still want quality and will pay for it”.
At present the team are working on winter 2015, with the brand expected to launch its second summer collection at the end of the year.
“I started the label in 2008 self funded, self made, self promoted. Over the past eight years of brand growth I have worked with some inspiring clients and professionals all in which pushed me to the now present growth stage of my company,” Chapman said.
“We have a highly experienced team that has gone through the ups and down of managing a business, we are very confident the brand will be proving great results in the next year to come.”