Zimmermann and Zampatti expand empire

Australian designers are striking key partnerships with lifestyle brands in a bid to increase market penetration, retail analysts have said.
This comes after an announcement from the Australian International Motor Show that five designers - including Carla Zampatti and Nicola Finetti- will partner with prestige car brands for the annual event in Sydney. The collaboration will see companies such as Audi, Lexus and Saab headline a series of high-end fashion parades every night from October 30 to November 3.
Retail Specialist, Brian Walker believes that such moves are part of a broader trend as designers seek to build greater brand recognition throughout the Australian market.
"Becoming more and more relevant to your target market and underpinning this with a message that resonates is central to growth in today's times.
Winning customer loyalty is increasingly about delivering the complete experience and moving your offer from the traditional transaction base to that of a unique and rewarding experience."
Australian designer Nicky Zimmerman - who recently partnered with homeware brand Sheridan - agreed and said that it allows designers to extend their core message and branding to other arenas.
"I was approached by Sheridan to create a bespoke bedroom environment and [used] my own ideas, props and furniture to create an environment style from my own inspirations. Being in the fashion industry creating a bedroom environment that is reflective of myself is important and I thought it would be a great opportunity."