By  on June 26, 2007

Miss Sixty is flirting with time.

The Italian fashion brand will launch watches in partnership with the Morellato Group, the same distributor for Miss Sixty jewelry. The collection will be available this September in all Miss Sixty stores and select jewelry retailers. First-year sales are projected at $8 million for the $200 million brand.

"This idea started seasons ago," said Mario Pace, Miss Sixty global marketing director. "We've been stretching the brand in a number of categories — fragrance, jewelry, handbags — we're building a galaxy around Miss Sixty more and more, and this category was missing."

According to Pace, Miss Sixty's accessories make up approximately 20 percent of the brand's annual sales.

The watch collection will feature six styles all made of steel with red and violet detailing. Swarovski crystals adorn certain pieces along with butterflies and flowers. Other parts of the line are more modern, with racing stripes and leather straps. All watches will retail from $100 to $170.

"The watches represent the same Miss Sixty message that is in every category — sexiness, use of sophisticated and elegant materials and innovation," said Pace. The collection is targeting the "Miss Sixty" age group of 20 to 28, and will undergo a major advertising initiative this fall in select magazines featuring model Jessica Stam.

The expansion won't be the last for the 18-year-old brand, known for its flirtatious denim pieces. "We've been going through lots of stretching for the brand and are coming up with many more concepts for 2008," said Pace. "We're working on cosmetics and even electronics, like cell phones."

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