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Australia:Kmart to launch new swim range – ‘GEORGiE’ |
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2004-10-11
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Retailer Kmart has revealed actor Georgie Parker as the face of its new range of ladies sleepwear.
Ms Parker, will launch a range called ‘GEORGiE’ in November 2004, following similar offerings from model Elle Macpherson and singer Kylie Minogue.
To attract brand-conscious consumers more labels and celebrity-endorsed products are offered to them. This move comes from the higher end of the market department stores, David Jones and Myer.
Australia''s retail marketplace has become increasingly brand orientated. In the past financial year David Jones built its rebound in profitability on the addition of brands such as Mimco, Dior, Fendi, Benetton and Marcs.
Kmart, which is owned by Coles Myer Ltd, informed the range will cater to women who are looking for affordable sleepwear but still expect all the attributes of a more expensive range.
The garments are described as “natural, low maintenance, practical and modern" for "fashion-loving late teens and young, busy mums".
"Expect comfort and practicality with gorgeous cotton mix and match pant and top sets with soft pastels and bright candie stripes to choose from. Expect bright summer colours and great fun prints with cute shortie cotton boxers and cotton rib singlets," Kmart noted.
Rival Myer signalled a similar push when it lured Country Road away from its exclusive arrangement with David Jones in July last year.
Swimwear designer Jodhi Packer, the ex-wife of media heir James Packer sells her costumes in an exclusive deal with Myer and fashion designer Wayne Cooper has also been signed up by the department store chain.
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