Australian Fashion Brands Targeting Asian Markets

Australia Fashion brand In 90s, it was equated with Australia's "sunshine", "beach" and "surfing" paintings. At that time, the local media began to find and quote the word "hip". At that time, the boy wore the colorful Mambo shirt as "hip". Australian painter Ken Done colorful patterns leaped T-shirts, hats and so on has become the symbol of Australian fashion.

There was silence for a while. Asia With the rise of consumption, the economy has taken the lead out of the haze and is heading for a broad road. Australia's fashion culture is coming back. First of all, what people notice is Australian cuisine. Australia's two leading chef Tetsuya (Kuda Tetsuya) and Luke Mangan introduced their brand to Singapore. The former opened Waku Ghin in Jinsha, and the latter opened Salt Grill in ION Sky 55. With the "skin changing" of local shopping malls, Australian fashion brands such as Oroton, Mimco and Witchery have also entered Orchard Road, sharing a slice with Zara, Coach, GAP and other European and American international brands. This Aussie brings not the sea breeze and the bright sun, but the modern and modern sense of Australia. And their targets are almost locked in the upper middle market, that is, the main fashion consumers in Singapore.

Perhaps it is because of the relationship between neighbors - it takes only six or seven hours to fly from Singapore to Melbourne - Australia brand is to go to T station outside Shanghai, and Singapore is often the first stop in Asia.

"When we consider expanding our business to Asia, Singapore has always been our first choice," said Lain Nairn, President of Witchery and Mimco group. We Australians have always regarded Singapore as a window to Asia. "

Sally Macdonald, President of Oroton, also believes that Singapore's efficient system and financial system are confident for Australians, and doing business with Singapore is easy and simple. She said that on the board of Oroton, there was a permanent Malaysia director in Singapore. Under his lead, Oroton first entered Singapore with ION Orchard as its stronghold, and recently opened second in Jinsha. Oroton does not define itself as an Australian brand, but a regional brand. It also extends its vision to Hongkong and New York.

The two brands believe that the unique local culture of the West and China and the integration of China and foreign countries can open up different markets for them. In addition to local customers, Sally said that the development of Singapore's tourism and financial industry also attracted overseas and corporate customers for Oroton. Lain has confidence in local consumers: "Singapore consumers have many opportunities to see abroad and develop keen vision of fashion. In addition, there are many residents from all over the world, so Singapore is a small market on the surface, but we believe it has room for growth. "

When it comes to growth space, Sally is very optimistic about this market. The price of Oroton is between 300 yuan (purse) and 1500 yuan (Handbag). She said that Oroton's positioning is equal to the upper and middle grade brands such as Coach and Michael Kor. They will not challenge the French brands such as L card and H brand, but there is still demand for the "upper middle class" items.

Mimco yesterday introduced a promotion meeting at Salt Grill, an Australian restaurant. It introduced the "middle and high grade" Mim Precious jewelry series to local fashion media, and made magnificent ornaments made of precious metals such as gold and silver and crystal. Cathryn Wills, Mimco creative and business director, said: "we find that modern women are good at wearing cheap accessories with precious jewellery and wearing their own style."

Australian cities, especially Melbourne, have gradually developed their own unique fashion sense and style, leading the regional fashion trend. Australia has 2000 brands and companies exporting clothing to all parts of the world. Its fashion demand market is also large, and the gross domestic and foreign value is a huge market of 14 billion Australian dollars.

Australian government and fashion institutions are also committed to promoting Australian fashion ideas. Two Australian Fashion Week (Australian Fashion Week) is held every year, spring and summer in Sydney, autumn and winter in Melbourne. Melbourne, which is proud of the "Australian fashion capital", has its own Melbourne Fashion Festival every year since 1997. Every time there are more than 150 Australian designers participating in it. Instead of simply displaying the foreign brands, it has nurtured numerous international designers who are popular in the world, including Akira Isogawa, Collette Dinnigan, Sass & Bide, Lisa Ho, and Fashion, etc., and so on. {page_break}

　　 Oroton - luxury leather goods

No, you don't know. Oroton is a traditional old brand with more than half a century history in Australia. Founded in 1938 by Boyd Lane, it imported high quality fabric from Japan at the very beginning. It gradually began to design women's accessories. In 1950s, it launched a small cosmetic bag made of glossy and smooth mesh mesh.

Oroton is famous for its large "O" letter mark. This mesh mesh is also a classic for all kinds of bags. In Australia, Oroton is very famous in mom and grandma. "I remember my grandmother cherished the Oroton bag she bought when she got married, 23 yuan and 5 cents," said Sally, the brand's president. But this is the crux of the problem. Oroton too "LKK" (old), resulting in the loss of young buyers, in 2006, a loss of 9 million 400 thousand Australian dollars. In the same year, Sally joined the company as CEO, making great changes in the old brand; closing two warehouse discount stores, and invites the designer of Columbia Australia, Ana Maria Escobar, as the creative director, changed the Oroton from a sell bag shop to a full and fashionable lifestyle fashion brand, selling jewelry in addition to men's and women's bags, and recently launched clothing, shoes and so on. At present, a perfume is being developed. This CEO allows the brand to earn a 9 million 800 thousand Australian dollar in one year, and also attracts a young female fan. Kim Kardashian, a US money worship fashion designer, bought two pearl necklaces, two shawls and men's travel bags at the flagship store in Brisbane last April. Australia's "national treasure" stars Cate Blanchett and Nicole Kidman are also fans of Oroton.

　　 Mimco - bags / Shoes / Jewelry

What really brought Melbourne brand Mimco to their top is their "Panda" tote bag. Reason: it appeared in the drama of sex and the city. The brand was founded by Amanda Briskin in 1996. It mainly includes bags, leather bags, shoes, jewelry and headwear. Their bags show a kind of playful and modern design elements. This kind of aesthetic feeling without much historical burden may be the spiritual characteristics of Australian design. The Dylan bag looks like a panda eye far away. The two pockets in front are very eye-catching. Prim bag looks like a smiling big mouth girl. In addition, Beatnik bag is shining in the classic 60s cynicism.

Mimco was acquired in 2007 by Gresham Private Equity, which founded Witchery, and then opened an international store in New Zealand and England. Singapore ION Orchard's branch is Mimco's first store in Asia.

　 Witchery - women's wear / Jewelry

At the end of last year, Witchery opened a women's monopoly corner in ishiman of weishma, took the high street route, monopolized the products, and designed simple and elegant, but did not lose the sexy and straightforward nature of Australian women.

Brand President Lain said they first opened the Witchery jewelry store at ION Orchard before introducing the women's clothing to the company. Lain said local consumers responded well, perhaps in order to catch up with international consumers, and later opened a bigger store at Singapore Airport. In addition to women's wear, Witchery and men's wear and children's wear, Singapore has not yet been introduced.

　 Kikki K - stationery / bag

This Australian fashion stationery brand also introduces beautiful leather computer bags and wallet Stockholm Collection. Simple mud yellow or traditional black are made of Italy leather and padded to protect your laptop.

Kristina Karlsson, President of kikki K, who was born in Sweden but realized the entrepreneurial dream in Australia, said: "I went all over the world to find a practical computer briefcase which can be proud to go shopping after class. I can't find it. Finally, I decided to create it myself." Kristina always starts with her own needs. No wonder her works are so charming and charming. Kristina has always been following the two fashion seasons of spring, summer, autumn and winter to launch products.