Positioning a clothing label in the lifestyle category is a way to expand into a broader market base, according to a fashion expert.
Kim Tran, who started A Tale of Two Cities 18 months ago with partner Geneine Honey, is convinced that promoting the brand as a lifestyle range is an important strategy.
“Fashion has a different spin to it,” she said claiming the retail prices were often automatically higher.
“We have to be more price pointed in lifestyle,” she said.
“And it’s also an opportunity to be in both stores, to sell in fashion as well as lifestyle even though it’s not a trend-based brand.
And she was convinced that a fashion only approach could limit the possibilities in the market.
“Going into fashion alone can mean closing down a market to a certain age group,” she said.
Tran described the latest collection from A Tale of Two Cities as including loose fitting tops and tunics.
“This season, we’re going for sporty luxe, a layered look with track pants, jeans and sneakers,” she said.
“Our target market is mid 20s to mid 40s who lead a casual lifestyle.”
Both Tran and Honey have extensive business experience. Tran has been producing a range of handbags called Mishu for some time while Honey is known for her Love Hate label.
Both partners operate retail stores but were showing at the recent Life Instyle in Sydney to attract more wholesale clients.
“We already stock to 50 or 60 stores in Australia and New Zealand,” she said.
“And I believe the market for lifestyle brands is growing.
“But to be in the lifestyle category, we need to be at a better price point than fashion.”
Merino knits in the company’s range retail for up to $189 while its Tshirts are sold for $65.