Farmers’ new range for SS16 demonstrates its gradual shift towards the premium end of the market. It revealed a capsule collection of its instore range for August – October in a spring-themed launch last week, and unveiled several high-end new brands.
Farmers marketing category manager – fashion Abe Villanueva says Farmers has been focused on elevating the quality of its apparel offering over the last several seasons. This means more emphasis on texture; natural fabrics such as linen and cotton; and extra detailing.
“Because we are New Zealand’s premier department store, we want to present ourselves as that,” Villanueva says.
Colourwise, Farmers’ casual range sports whites, stripes and blues, while its dressier items come in shades of white or rust with pops of bright colour.
Andrea Moore’s new diffusion range I Am made its debut at the launch. The campaign was slammed on Farmers’ Facebook page on Friday over the appearance of its models – Farmers addressed the issue in a post the next day.
International footwear label Chinese Laundry is now stocked at Farmers, as is luxury brand Calvin Klein. Villanueva says Calvin Klein will not be in all stores, but Farmers will stock its handbags, women’s and men’s denim, and soon, eyewear.
Elle Macpherson will also return to stores with a new label, Elle Macpherson Body. Farmers is the exclusive New Zealand supplier of this brand – Villanueva says Macpherson will be visiting the country later this month to promote it.
Farmers’ plus-size ranges are still selling “really well,” says Villanueva. He says their appeal is based on Farmers’ accessibility throughout New Zealand and reasonable price points, saying the company also works to change its offering based on feedback. A recent example he gave was the company’s lowering of necklines to make its garments more flattering to fuller figures.