Home / Knowledge / News / Apparel/Garments / Bestseller revamps Mamalicious with new brand identity
Bestseller revamps Mamalicious with new brand identity
04
Jul '14
Danish fashion house BESTSELLER’s recently revamped Mamalicious with a new look, design vision and brand identity has paved the way for a brand extension uniting cute with a new Nordic interpretation of trend and look.
 
“Mamalicious has a strong following among new mothers as well as mothers-to-be,” says Ditte Marie Bay, Brand Manager of Mamalicious, “both online and in shops. One of the things the brand is loved for is our Nordic and Scandinavian approach to colours, prints and looks. We want to translate this into childrenswear, so your options are not limited to very vibrant colours and prints but also include a calmer look and feel, with the emphasis on functionality, shape, fit and quality. We are aiming at dressing kids with the same approach that we take for their mothers - simply for every occasion.”
 
With the ambition of raising the bar for style and quality and creating clean and focused collections, expectations are high for the new sub-line. A full range of babywear and toddlers’ wear, with the focus on fit, trend and style, all created with calm Scandinavian design thinking. 
 
The look and feel will certainly reflect this, and so will the assortment. In order to make it easier for both wholesale shops and web shops, the packaging of the styles will take into consideration the way mothers tend to buy.
 
For example, basic wear such as tights, leggings and bodies will be bundled, allowing the shopper to pick up multiple items at the same time, and making sure the shops achieve better turnover and even if the individual prices are at high-street level. The brand delivers six collections a year with a range of trend items as well as basic items.
 
Mamalicious – the brand, that takes care of dressing mothers to be as well as new mothers, in both style and comfort, has long had a big following among women who did not want to compromise on style while their new life was in the making. With delicious looks for any occasion clothes to suit the office, or even a party dress or wedding dress for the expectant mother the brand offers a full-service solution. 
 
Expansion into nursing wear with lingerie as well as dressy workwear has been a success, and these items are now available online and in wholesale shops all over Europe. Minimize takes the brand even further and closer to the mothers, by making it easy to shop for both themselves and their children. Minimize’s first collection is due February 2015.
 

Bestseller

Must ReadView All

Apparel/Garments | On 25th Jun 2016

AEPC fears Brexit will hurt Indian apparel exports

The Apparel Export Promotion Council (AEPC) expressed its...

Courtesy: ITMF

Textiles | On 25th Jun 2016

Global yarn output up 20% q-o-q in Q1 2016: ITMF

The global yarn production increased by 20 per cent...

Courtesy: Balmain

Fashion | On 25th Jun 2016

Qatari investment fund buys French label Balmain

Mayhoola for Investments, an investment fund backed by the Emir of...

Interviews View All

Frank Gossmann
Rotorcraft AG

What new innovations did Rotorcraft exhibit at the recent textile...

Rahuul Jashnani
Jashn

What is the size of the ethnicwear vertical in India? How are Indian...

Siddharth Biyani
Mangalam Industries Pvt Ltd

How is the man-made fibre (MMF) industry shaping up? How is Mangalam...

Kevin Nelson
TissueGen

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Eamonn Tighe
Nature Works LLC

Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer Prathyusha Garimella is known for blending...

Robert Brunner
Devereux

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
june 2016

F2F Magazine

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


Advanced Search