The launch event on Tuesday saw The Vitrine’s industrial-style pop-up space transformed into a summer marketplace, complete with bunting, marquees, fresh flowers and the Kraken Crumpets cart. Each of The Warehouse’s fashion labels had a marquee of its own, with major labels Maya and Garage taking up two.
Lead buying manager for womenswear Anna Stewart says The Warehouse’s increased focus on fast fashion is a response to consumer demand. She confirms it is investing more into on-trend items rather than basics.
“Kiwi women, they want fashion at affordable prices, that’s what it’s all about now.”
As for the clothing itself, The Warehouse’s younger customers will be offered neutral colours; soft off-the-shoulder looks, and lots of dresses and lighter-wash denim. The prices are competitive, with $20 dresses and $25 maxis promised.
“It’s always good to open with something light going into summer,” Stewart says.
The high street’s focus on 90s-inspired outfits continues at The Warehouse, with this look and the ‘Soft focus’ line in stores from September.
For late summer, stripes and ethnic prints make up the ‘Festival dreams’ and ‘Globetrotter’ looks, which will be introduced into stores from mid-November.
For The Warehouse’s workwear-focused ‘Contemporary’ range, blues dominate, with the obligatory black items also making an appearance.
“The Kiwi woman loves black,” Stewart says.
The Warehouse continues to invest in its fast-growing activewear range, which, according to Stewart, has a good following now.
“It’s got competitive prices, I’m quite proud of our range,” she says. “It just keeps going from strength to strength.”