RAGTRADER:  Daniela Aroche

PAS GROUP DIVISION Designworks has joined forces with discount department store Target to execute a relaunch of the Mooks lifestyle brand this month.

Designworks, which currently manages more than 15 brands, acquired the Mooks licence from Pacific Brands in October 2012.  The tie-up with Target will now see the brand relaunched nationally via an exclusive distibution agreement with the retail chain.

The debut Mooks range, for autumn/winter 2013, is scheduled to roll into more than 300 Target and Target Country stores nationally from the first week of March, with new product to drop bi-monthly thereafter.

The initial line will tackle the “tween” market first, with a boyswear and girlswear range for ages seven to 16, and an adult summer range to follow from July 2013.

The debut boyswear collection will comprise of nine styles, including printed tees, raglan tees, shirts, sweat and denim, while the first girlswear range will consist of eight styles.  Key pieces in the girlswear will include: printed jeans, leggings, denim skirt and dresses, and a variety of t-shirts.

Designworks licence marketing manager Prue Slocombe said the new push into the market will also be supported by a new website, social media and marketing activities to conincide with the launch in March.

“Developing an online home for Mooks is key to driving customer awareness.  Especially due to the tween age group, it’s really important for Mooks to have an online home and give it a strong brand story rather than just being a product,” she said.

Marketing activities, including in-store signage, a branded area in Target stores and POS, will also roll out from this month.  Designworks will also kick of a PR campaign aross print and online, as well as an online lookbook.

Mooks is now exclusive to Target.


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