Sydney-based luxury fashion brand Rebecca Vallance has launched a five-piece athleisure collection called Sportif. The collection has been in the works for 18 months and was set to launch in February, but that proved impossible due to pandemic-related obstacles in her supply chain.
Ahead of the launch, the brand’s website featured a Sportif signup page to be the first to secure a piece from this limited collection, which collected 5,800 email addresses in the first 24 hours. The brand had more customers sign up than pieces available to sell. Vallance declined to share the number of units made. The page was promoted through Instagram and email, and the company opted to stick to digital promotions throughout the limited collection’s launch.
A second release, with 40 styles, will launch later this year — they will be available in the four Rebecca Vallance stores, all in Australia, as well as on the brand’s e-commerce site. The brand plans to incorporate unpaid influencers into its marketing for the line at that time.
In addition to its site and stores, Rebecca Vallance sells through retailers including Net-a-Porter, Saks and MyTheresa.com. Its top markets are traditionally the US, Australia, the U.K. and the Middle Eastr. Currently, sales in the US and Australia are head-to-head, and sales via RebeccaVallance.com are up well over 100 per cent year-over-year.
