17 Sundays
After spending more than a decade in the rag trade selling and developing denim brands for the likes of Myer, David Jones and Kmart, colleagues Claire Primrose and Nikala Vagg saw a gap in the market for a new kind of plus size clothing label.
It wasn’t that the plus size market was lacking in choice. In fact, the duo had already developed two such denim lines for Myer and David Jones – what they now call their ‘practice runs’. But what you wear and how you wear it is an act of self-expression and a way to enhance your lifestyle. Buying Sass and Bide conveys that you’re glam and fashion-forward; wearing Rag & Bone shows you’re urban and edgy. Where were the plus size labels with a compelling brand story?
Mainstream and high-profile
Claire and Nikala launched 17 Sundays using the successful tactics of the best ‘mainstream’ denim brands. It was the GFC, but they quickly found their feet and landed an account with Myer. Suddenly, they had visibility with a consumer base who might otherwise have taken months or years to find them.
With an engaging story and beautiful designs that they showcased on gorgeous models in high-profile campaigns, 17 Sundays soon established a loyal following. Plus-size women suddenly had a brand that spoke to who they were or aspired to be.
The business pivot
17 Sundays’ business model is ever evolving. After two years with Myer, Claire and Nikala made the somewhat daunting decision to leave the partnership. A shift to online sales paid off and the women found a new energy to redirect back into their core business.
Finding Katie and Propeller has also been integral to their success. In the past, both small and large accounting firms struggled with all the variables of a successful fashion business model: including importing, local and international wholesale, retail, online, drop shipping and foreign exchange. Once onboard, Katie and Nikala restructured the entire business financially, sorted out years of messy finances, and turned the business around in six months.
A loyal tribe
Today, 17 Sundays has featured in Vogue Australia, US Vogue, and editorials in all the major fashion magazines. Most satisfying of all – and a sign that they’ve achieved what they set out to do – is that their designs are not featured in a tokenistic way but stand on their own fashion merit alongside the standard size brands.
In fact, Claire and Nikala have created an almost-ageless lifestyle brand with a tribal following. Recently, a customer purchased a dress in a size 14 and 24. Thinking it was an error, staff got in touch to correct the order, only to discover that the same dress was for a mother and daughter. With designs that are high quality, timeless and forward-thinking, 17 Sundays is a plus-size label that transcends tradition and exceeds expectations.