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Fashion label Nude Lucy goes DTC: Inside the brand’s new strategy

After 10 years of building its brand through retailers like David Jones and The Iconic, Australian women’s fashion label Nude Lucy is going direct-to-consumer with the launch of its own bricks-and-mortar stores and further investment in its online business.  The first permanent Nude Lucy location opened at Pacific Fair shopping centre on the Gold Coast this month. Designed by Melbourne creative studio Noise Noise Noise, it reflects the brand’s laid-back, coastal aesthetic and value prop