Hats off to Crochetta

19 May 2010

Accessories brand Crochetta is making a welcome appearance at the Bags & Accessories Fair in Melbourne this August, promoting a new direction since current owner and creative director Tahlia Coker took over the brand in 2007.

"There have been many changes made, from the overall branding of the label to the much needed revitalisation and direction of product," said Coker (pictured). For those that have not had the chance to view Crochetta for a few years, the label is no longer what it used to be."

"Crochetta has moved forward significantly with its design and presentation to re-engage the fashion forward, trend focused boutique customer who is after a product that promotes quality, diversity and value for money."

"We see the fair as an opportunity to meet with existing customers and establish new business relationships while re-introducing retailers to the evolution of the accessory label."

"Over the past two and a half years we have continued to maintain and satisfy our existing customer base who have welcomed the revitalisation of the label with open arms and have expressed much support and excitement towards the introduction of new product lines, continual product development, and the general surge of creativity."

"Prior to the 2007 take-over, Crochetta's target market was predominantly women aged between 35-65. We are now attracting fashion-focused, trend orientated women mostly from 25 to 55," she added.

Crochetta will be showcasing hats, scarves and racewear millinery from its autumn/winter 2011 collection at the Bags & Accessories Fair from August 29-31 at Melbourne Exhibition Centre.

The range had been approached with three different stories in mind and stemming from themes of nature and humanity, Coker said.

"The first story, Dark Horse, is dark and a little grungy with an element of sexiness, shown through black, grey, purple and red, velvet, skulls, voodoo and rock & roll elements. The second story, Brave Light, is shown through strong and punchy colours to create a lively, rich and provoking feel, through vibrant hues found within nature; from feathers, flowers and beetle wings to sunsets and landscapes. The third story, Down on the Ranch, is about spending winters on the farm and everything that comes with that; log fires, storms, sun after rain, snow, hot chocolate evoked through a palette of cream, tan, khaki and apricot."

 

 

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