Tuesday, June 29, 2010

Australia:Gale and Hawkins to battle out in the swimwear market


Models battling out on the ramp are now fighting it out with their fashion labels. Megan Gale is introducing her new swimwear brand, Isola, and is directly competing with Jennifer Hawkins’, Cozi range.

Off late, Gale and Hawkins were head-to-head, battling it out as envoys of Australia’s competing department stores, Myer and David Jones, respectively. However, now this war has moved a step up, with Gale launching her brand in the same market, wherein, Hawkins had launched her range Cozi, 11 months ago.

The swimwear industry is all set to melt the ice this winter, with the launch of Gale’s new line in Sydney, moving against Hawkins’ latest collection, Cozi 2010-11, which is scheduled to be launched in mid-July.

But, the main challenge for both is to carve a niche for their brands in a rapidly growing swimwear fashion industry.

Currently, 65 Myer stores house Hawkin’s Cozi, whereas Gale’s Isola line has already secure floor space in David Jone’s 35 stores.

More so, both lines have on their platter a wide range of shapes and sizes to woo different body types and are aimed at those women, who are in their early 20s and late 30s, and treat swimwear as an essential part of their wardrobe.

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