Australia's largest fashion etailer theiconic.com.au reveals what its buyers have invested in for AW13. Here, womenswear buyer Lisa Ceruto reveals exciting changes to its Curvy range.
We will be introducing the curvy consumer to a fresh youth brand, WONDERLUST, and have also brought on board new labels Harlow and Love My Wardrobe for AW13.
Award-winning label Hope & Harvest will be re-launching the brand on The Iconic this winter with an exciting new range.
Catering to our more contemporary customer, we have stunning winter collections from Lucabella, Mirrors, Free Woman, Nouvelle Women, Pretty in Pink and Flirt.
The key trends for the season are printed chambray, bespoke print yardage, colour blocking, studding/embellishment, utility and jacketing.
BASIC by 17 Sundays is an exclusive line we introduced for Spring and have been really impressed with the customer’s reaction to this brand.
BASIC offers unconventional styles to the curvy consumer, with short shorts and printed stripes being a stand out for us in S12.
We’re pleased to be offering a broader range from this label for Winter.
We are really excited to be launching WONDERLUST for AW13.
Wonderlust is aimed at the on-trend consumer who is looking for younger fast-fashion pieces.
Some of the key pieces from the winter range are the floral yardage print bomber jacket, lace body con dresses and wet look leggings.
We offer our Curvy customer a range of price points across our brands.
Our entry level price point is 39.95 available through BASIC17 Sundays and Love My Wardrobe.
17 Sundays, Wonderlust, Hope & Harvest and Harlow sit in the middle with the prices ranging from $45 - $189 for fashion pieces.
Our more traditional brands such as Lucabella, Free Woman, Embody Denim and Nouvelle Woman sit in the $70 -$260 price bracket.
Our top end brands start from $215+ and is offered by brands such as La La Belle and Flirt.
Given our consumer purchasing habits of the last 3 months, it has become clear that we have both a younger and more mature customer.
Our younger customer is very interested in buying into non-traditional plus size shapes at a mid-level price point.
17 Sundays and BASIC 17 Sundays have been our best performing brands, leading us to believe that their offer is right for the curvy customer.
We will continue to back the more interesting high fashion styles from 17 Sundays, They bring a fashion confidence to curvy.
After successful showings at both New York and LA Fashion Week and an invitation to London Fashion Week later this year, they have been embraced by the global curvy community.
The sell throughs we are experiencing from their ranges have cemented them as game changer in the larger plus size offer at retail.
We will also buy deeper into BASIC to ensure we don’t sell out so quickly and we definitely plan on broadening the offer as our consumer buying habits become clearer.