Publication: The Straits Times Urban, p18 Date: 16 March 201 2 Headline: New labels

NEW ROHAIZATUL AZHAR and GlADYS CHUNG check out some of the new

LABELS brands and stores in town and also find out which will soon be at our shores

G et ready to spend more, Singapore. At least 12 brands and stores are making their debuts in Orchard Road this and next year.

Says Professor Bernd Schmitt, executive director of the Institute on Asian Consumer

Insight at Nanyang Technological University: "Orchard Road is, and has been, a key shopping street in Singapore and Asia for many years, and it always updates i t s retailing environment. So i f you're a major brand looking to set up shop here, it's where you want to be."

Associate Professor Seshan Rarnaswami of marketing education at Singapore Management University adds that

location i s crucial to a new-to-market brand. "Where it i s located in the city can help to define or

enhance the image of the brand," he says. "The company the brand keeps is important too, as that determines the kind of shoppers it will attract."

And since Orchard Road i s a tourist magnet that i s also home to many luxury brands, it i s thus "one of the most attractive locations1' for retailers, he adds. 1 1

Started in 1996 by designer Carol Skoufis, the Australian women's label is one of the country's best-loved brands. Known for its sensual interpretations of feminine styles, Bardot is a favourite of Australian stars Kylie Minogw and Rose Byrne. Available at Robinsons Raffles City and Robinsons Marina Bay Sands. L#uKNng: Later this month Pdce points: From $59 for a top to $1 59 for a dress

Urban highlights the ones that caught our eye.

While selected pieces from the Cdimian eyewear and accessory label have been sold here for a year,

West. Robert Downey Jr famously wore a pair of VonZipper Fulton sunglasses in the movie Iron Man 2. Launched: Yesterday Prke points: $1 69 to $249

BCBGENERATION

The sister label of American brand BCBCMaxAzria is a more affordable line targeted at girls aged 16 and above. Expect dresses, tops and skirts in the label's signature feminine style of ruffles and soft silhouettes. Available at Robinsons Raffles City and Robinsons

Launching: Later this month Prke points: From $79 for a top and

TORY BURCH The popular American fashion label, best known for its Rwa ballet flats which feature the label's signature medallion, will open a 2,900 sq ft store in Wsma Atria. It will arty the label's entire ready-to-wear collection, as well as accessories, bags and shoes. Launching: May Prlce points: Prices have not been confirmed but in the United States, they start from USS45 (5556) for a T-shirt and from USSI 95 for the Reva ballet flats

Dubbed "the Christmas bauble of Paris" by his peers for his embellished runway creations, the French couturier is a favourite among celebrities such as Keira Knightley, Sofia Coppola and Beyonce.

He is known for the bow-tie design, now his signature, which he sews onto heels, dresses and

The much-coveted French luxury brand is final everything in between. His making its long-anticipated debut here in collection is available at Takashimaya Shopping Centre. Coda CO in Scotts Square.

Set up in 1853, Goyard, which opened in Hong Kong last year, is best spring/summer 201 2 known for bags and leather goods ready-to-wear collection, featuring its signature monogram. which features structured Launching: Third quarter of next year suits (above) for women. Price points: Prices are not confirmed but Lauched: March 9 in Hong Kong, they start from HK$2,300 Prke points: From $1 80 (55375) for the flat card case and from for a belt to $5,740 for a

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Source: The Straits Times O Singapore Press Holdings Limited. Permission required for reproduction.