• Sara Wilson - ABA Labels head of creative
    Sara Wilson - ABA Labels head of creative

Australian Brands Alliance (ABA Labels) has appointed former New Look, Jigsaw and Sheridan executive Sara Wilson as its new head of creative. 

The business, which operates nine brands Calli, Tussah, Chancery, The Fated, BWLDR, Willa, Reux, St MRLO and Savel, enters the year ready for change, Wilson told Ragtrader.

"Without revealing all, everyone can expect some serious noise from the Australian Brands Alliance in the coming months. 

"As head of creative for ABA labels, I will be responsible for leading the creative brand direction and creative handwriting across the business' nine brands, as well as developing the brand guidelines and creative strategies across marketing, social and PR.

"Working closely with our head of design, we will work to perfect our brand’s visual identity, which will help me to both increase brand awareness and establish some exciting and relevant creative brand partnerships along the way," she said. 

When it comes to the trends emerging in 2021, Wilson said there are three key things to keep an eye out for this year. 

"Yellow is a key colour for the season ahead, and is sure to deliver some sunshine after this pretty crazy year.

"Expect our amazing brands to redefine their landscapes, with a renewed focus on what matters.

"Sustainable practices will continue to build momentum within fast fashion, and creative collaboration will take more of a precedence when it comes to our marketing," she said. 

As a final note, Wilson stressed the importance of brands listening and delivering what customers are really looking for this year. 

"Brands need to be forward thinking.

"Don’t ever wait for someone else to do it first.

"With the world now living and growing online, marketing is becoming bigger, bolder and more daring.

"Take risks and ask your customers what they want, then go above and beyond to deliver it," she said. 

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