BRISBANE: Streetwear label Vanguard is surging forth with plans to break into the US market, viewing it as the most likely source of growth for the brand.
Vanguard director Jono Cottee said the company had spent six months researching and planning potential new US business. He said he was initially cautious about overseas expansion due to the global financial crisis, but was now confident the market was positive enough to proceed.
“We believe the US market will become our number one market within the next three years, so we are treating it very seriously and devoting a large amount of time and resources to it,” he said.
Cottee said the company aimed to secure 20 key accounts through its Los Angeles and New York based showrooms for the next US autumn/winter season. It also hoped to appear in large department stores or chains by US spring/summer 2011.
The emerging brand recently participated in the G’Day USA showroom event, to meet buyers and promote the brand.
“The garments that received the best responses were our jacquard knit pieces, such as the hooded cardigans, knit tracksuit pants and our cotton blend fashion tees,” he said. “These garments seemed to be the most different from the many cut and sew garments that are everywhere in the US market.”
Cottee said that he met a lot of buyers and media who showed interest in the label.
“On the sales side of this we had Urban Outfitters, Barneys, Co-Op, Oak, Cry Wolf, Court and Circa all looking to place orders for the season and our sales showroom is following up on these, as well as many others.”
Cottee said Vanguard had employed a US based public relations agency to mediate with press, with a publicity push scheduled for April this year. He said a number of international publications including Nylon, Antenna Magazine and Paper Magazine were scheduled to profile the label.
“We have also seen product interest from GQ (magazine), coolhunting.com, Teen Vogue, thrillist.com as well as a host of other independent publications and blogs,” he said.
Vanguard caters for young men and women and is stocked in approximately 40 Australian boutiques.