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Australia welcoming Italian fashion label Missoni

Thanks to Target Australia, Missoni enters the luxe-for-less profitable market

Australia welcoming Italian fashion label Missoni

Claudia Astarita

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Missoni, one of the best known, loved and recognised Italian fashion brands in the world, is ready to start cooperating with Target in Australia. For over 14 months, Target and Missoni have been working hard to bring together a collection that reflects their shared values of style and quality and that can be suitable for Australian taste at Target prices.

Covering womenswear, menswear, childrenswear, swimwear, homeware, outdoor furnishings, pet accessories and even gumboots, the 220 products that have been included in the new collection represent one of the largest collaboration Missoni ever had with a foreign partner. These new pieces will maintain the zigzag branding and the playful colours identifying Missoni, but their prices will not exceed the cap of 170 dollars.

It is becoming more and more frequent for fashion designers to opt for a luxe-for-less strategy to engage mass market retailers. It is a matter of fact that "the lure of a designer label is still an aphrodisiac for some consumers and if they can't afford a 'real' designer label ?" which can cost thousands of bucks ?" a piece of clothing, at least baring a designer name, is the next best thing."

Stella McCartney, Dita Von Teese and Roberta Cavalli approached Target before Missoni, while Karl Lagerfeld and Alexander Wang have done something similar for H&M, Kate Moss for TopShop and Zooey Deschanel for Tommy Hilfiger.

According to Angela Missoni, Australia has the potential to become a very important market for the Italian brand as local lifestyle shares many of the values in which the Italian label recognizes itself: love for nature, love for comfort and love for feeling at ease and relaxed. Ms. Missioni is currently travelling to Australia to officially unveil the new collection, so in a few days everybody will know if this synergy between Italian fashion and Australian taste exist.

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