Quiksilver launches younger fashion line
Surfwear brand Quiksilver has ramped up its young fashion offer with the launch of a younger collection for spring 11 aimed at women aged 19 and above.
The collection, which will launch with around 100 pieces, has been designed to bridge the gap between the company’s youngest womenswear collection under the Roxy brand and its existing Quiksilver pieces.
Roxy targets a customer aged about 17-years-old, while Quiksilver’s core range focuses on the 25-plus market.
It is unclear whether the collection will have a different name. It has been designed for Quiksilver by creative consultancy Pencil on Paper Studio. Quiksilver will manage the sales, marketing and merchandising in-house.
The collection features unusual prints in muted tones and has a romantic, feminine feel with dove, swan and pastel floral prints.There are also some more sporty separates including khaki shorts and hooded sweatshirts.
It will be priced similarly to Roxy with retail prices understood to start at $24 (£15) for T-shirts and range to $88 (£55) for dresses. It will be sold globally via wholesale and retail and on Quicksilver’s website.