Judith Malcolm, Ltd broaches the home-sell market

Press, 1 August 1989, Page 14

Judith Malcolm, Ltd broaches the home-sell market

THIS MONTH Judith Malcolm, Ltd, launches a new, affordable range, in which no garment exceeds the $3OO mark. It will be known as JM.

The aim of the new label, says its main designer, Robert Gormack, is “to get a range together that is accessible, affordable and wearable, which a woman will wear for a season and perhaps get something new next season, rather than the other Judith Malcolm labels which are built upon each season.” The price, however, is not the only twist to the JM label. JM will be sold in the home by trained clothing consultants and will not be available at any retail outlet or at the company’s St Asaph Street headquarters. The consultants will advise potential customers on how to wear the garments and which suit particular body types, all in the Comfort of their own home. Both Robert Gormack and Jan Cook, the chief executive of Judith Malcolm, believe that this concept of personal service is the way of the future in clothing sales, particularly for designer clothing. Women are busier these days — if they shop at all during the day they are in a hurry, which can lead to costly mistakes. Avoiding mistakes is easy with the JM label. The entire range is pre-co-ordinated and the consultants act as a second line of defence. The Judith Malcolm company has established a fairly faithful clientele over the years, most of whom know what they want and what to do with it when they’ve got it. Now, says Jan Cook, it is time to broaden that appeal. “We’re trying to attract women who may not have wanted a designer label before, but who may now be finding that it’s more economical,” adds Gormack. While the Judith Malcolm, Robert Gormack and Classifications labels are orientated towards business and occasion wear, JM is more casual. It will also change much more quickly. Each range will be small, containing only 15 or so garments in a small colour range, with most pieces being interchangeable. A new range, which complements the previous one, will be introduced every two months.

The designs are based mainly on proven Judith Malcolm classics, cut in easy-care, natural fabrics — mainly cotton for summer. An effort has been made to create major pieces which can be matched with garments that most people will already own.

While the existing labels need little decoration, JM garments will lend themselves to more accessories. Dresses will be used a lot and a typical range would also include a jumpsuit, a couple of jackets, a couple of skirts and two or three blouses and tops. The range available now has a colour base of cream, navy and camel with two multi-coloured print options. The midseason summer release will utilise brighter colours. Gormack and Cook are anxious that the lower prices of the JM range should not be interpreted as a lowering of quality. "No attempt has been made to cheapen the actual production of the garments,” explains Jan Cook. “The saving really comes from not using retail space to sell them." "The influence of the company will come through in both labels. Everything we make we have to like as well,” says Gormack. Neither is the company about to go into mass production. “We’re not going to swamp the market. Each range is going to be a limited run,” says Cook. “We see that the market could far exceed what we can produce.” The feedback the company gets from its consultants will determine the lines the JM label takes in future. “It’s really a client’s label. They will dictate what we produce.” The consultants are independent, will advertise their own service and, in time, probably form their own geographical area of sales. There is no charge for their service, and no. obligation to buy. Each consultant will build up files on their clients — what they have bought and what suits them — and get to know individual wardrobes. So, if a client rings up wanting a new skirt to go with the jacket they bought the season before last, the consultant can look up appropriate options. The first JM range is available now and bookings to see a consultant can be made through Judith Malcolm’s head office. Delivery is expected to be immediate for this release, with a maximum waiting time in future of two weeks.

Photography by

DAVID ALEXANDER