The launch of Hippies reflects a gap in the market identified by David Jones for well made, edgy swimwear with a strong design and print aesthetic at accessible prices for a younger customer.
The Hippies range is designed by JETS as a separate brand with a focus on separates such as bikini bottoms, bikini tops, tank tops, one piece swimsuits and cover-ups. This reflects a growing trend amongst younger customers to mix and match prints and solids to create their own unique, individual look.
David Jones General Manager of Womenswear Sophie Clark said, “We are seeing exceptionally strong growth in our Young Fashion business across not only clothing but also other sub-categories such as swimwear, intimate apparel and accessories.
“Feedback from our younger customers was that whilst they loved the quality of JETS swimwear they wanted younger, edgier designs that they could mix and match to suit their mood and to personalise their look.
“As a result of this feedback we approached JETS and collaborated with them to create the Hippies range which has been developed specifically for David Jones’ Youth Fashion customer,’ Ms Clarke said.
JETS Design Director Jessika Allen said, “HIPPIES delivers accessible and on-trend swim and resort-wear pieces targeting the young women’s fashion segment. The Collection features five unique stories of fashion namely tribal, floral, art deco shapes, prints and bold colour highlights. We’re thrilled to present this new and exciting label to the beach chic consumer in collaboration with David Jones.
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