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DJs builds local labels


David Jones logoDavid Jones is pushing its local, and exclusive fashion lines this season, with six Australian brands launching additional collections for the department store.

David Jones has entered into agreements with six designers including Ginger & Smart, Zimmermann, Camilla, Ellery, Willow, and Camilla & Marc.

The concept was successfully trialled last season by Ginger & Smart and Zimmermann both of which have launched their shoe and handbag collections in David Jones’ CBD stores nationally.

Local labels Camilla and Ellery will launch shoe collections instore and online next month, while Camilla & Marc and Willow will launch shoe and handbag collections.

“Our trial with Ginger & Smart and Zimmermann demonstrated that there is strong demand amongst our customers for designer shoes and handbags at a more accessible price point than the international designer shoe and handbag collections,” Donna Player, group executive of merchandise, David Jones, said.

“Our new Australian designer handbag and shoe ranges are priced between $250 to $599 making them very appealing to customers who want a quality designer, statement piece that is stylish, fashionable and affordable. This is definitely an untapped market and we see huge potential for growth in this area,” Player said.

Ginger & Smart designer, Alexandra Smart, said the partnership allowed the label to tap into a much broader customer base.

“This new partnership allows us to leverage the goodwill and cache we have established within David Jones in our womenswear collections and to tap into a much broader customer base that may not wear our clothing but appreciates our design aesthetic and will invest our bags and shoes,” Smart said.

The new Australian designer shoe and handbag collections will initially be stocked in nine David Jones stores nationally as well as online.

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