New Retail Mecca For Girls
Trelise Cooper Kids Store - A New Retail Mecca For Girls.
Trelise Cooper celebrates opening of concept store with petites parade!
There was a stellar front row of fashion stalwarts, goodie bags of treats, beautiful, ethereal clothes and even a few tears. It was just like any other fashion show except the models were a little short, and even younger than usual.
This was the opening of the concept store in Newmarket’s Nuffield Street (Saturday 26 August) and official launch of Trelise Cooper Kids, the latest brand extension for the designer who has also released lingerie and eyewear to the market in the last twelve months to rave reviews and spectacular sales.
Trelise Cooper Kids is Trelise’s take on what she calls the “age of innocence and imagination.”
“All my business decisions are intuitive. In this case, it’s fascinating to see the trend for children’s fashion around the world. Most European and American designers are releasing a children’s line. Unwittingly, I’m part of this collective consciousness”
The designer has
purposely targeted a specific age group, 2-8 year old
“I believe this is a magical time to be a little girl. When she can be freely feminine and it’s not uncool to be pretty, love pink, flowers, fairies and all of those intrinsically girlie things.”
The concept and design for the store was created by Derek Lockwood, Director of Design Worldwide for Saatchi & Saatchi.
“Our aim was always to fuel the imaginations of the young people who came into the store. We believe that we have achieved that by allowing them the opportunity to explore their own imaginations inside a playground of fashion.”
To make the new store a haven for young girls, most of the elements have been scaled down including lowering all the racks so that the children can take charge of their own shopping experience.
Cooper whose collections are renowned for their femininity, romance and colour. is surprised at how well the market has responded to her first Trelise Cooper Kids collection which has been sold throughout Australia and New Zealand.
From a business perspective, Trelise Cooper is surprised and delighted that her collection, which falls between mass market and imported designer labels in terms of price point, is doing so well with buyers at stores across New Zealand and Australia.
Her next step is selling the collection into the U.S where her women’s label has a strong following and in further developing the blueprint for her Trelise Cooper Kids concept store into a franchise opportunity.