Today I popped into moochi headquarters to meet designer Kellie Taylor and check out the new season which drops 29th May 2013 into moochi stores…
Today I popped into moochi headquarters to meet designer Kellie Taylor and check out the new season which drops 29th May 2013 into moochi stores…
Kellie Taylor likes to take the ‘little and often’ approach, doing drops of 40 into stores and refreshing it often to keep loyal fans happy. Smaller drops mean you don’t see lots of the same mass-produced styles everywhere too which is nice.
My fave pick of the May 29th collection, is a black mesh, velvet, and lycra tunic dress with a plain back, and various pieces comprising the front.
Moochi is celebrating 13 years now, and saw more than a quarter of a million people come through the doors of their moochi boutiques last year. Online, 286,000 people visited the Moochi online store in 2012. Recently they opened another door in Ponsonby Road store, bringing their total to eight in NZ. Their marketing focuses strongly on sending email newsletters to a database of almost 30,000 customers.
Garments are designed in house at the moochi headquarters in Ponsonby with a team of designers. Products are mostly made in New Zealand, with patternmaking, fabric cutting, sewing and pressing all happening locally. The head office is also home to their production, sales, financial and marketing team who work on the brand side of the business.
“The key for us is to create demand for desirable product, made in limited numbers, with new styles arriving in store every week. It’s all about keeping people inspired and interested with clothing that’s relevant,” says moochi Creative Director Kellie Taylor.
Megan Robinson, 10 May 2013
Leave a Reply