In the face of the imminent arrival of international fast fashion retail giants Zara and Topshop on Australian shores, supermarket giant Coles has debuted the first installment of its range of affordable on-trend wardrobe staples with its in-house line Mix to largely positive reviews at its newly refurbished Burwood store in Victoria.
No longer just the domain of socks-and-jocks, the first offering from a New York-based design team covers the requisite bases and, like its direct competitors Target, Big W, K-Mart, Cotton On, Just Jeans and Jeans West, aims to drop new products in-store every two weeks including unpretentious ‘budget-safe’ neutrals, stripes, colour-blocking and prints for both ladies and gents at Coles’ slogan-adhering ‘everyday low prices.’ So fresh.
The line will become available to the public September 1 in Coles’ Burwood store, with further concessions set to open across fifty stores nationally by October. No word yet on whether or not Woolworths will respond with its own range of name-appropriate woolen sweaters. Retail gold? I think so.