Drizabone takes to the city streets
Drizabone's sports casual line is currently hitting stores nationally, comprising around 50 styles, including shirts priced at $79 to $99, knits at $99 to $200 and jeans at $100 to $150.
Having released a small range of men's winter clothing two seasons ago, the launch of a full summer range marked the first formal foray into new territory, confirmed Drizabone CEO Rod Williams.
"The oilskin jackets and coats have always been the hero of the category but we're a lot more than oilskins. We use the latest breathable performance fabrics as well as Merino wool for garments from jumpers to next-to-skin under garments and now we have a full offer for men."
The move was part of a strategy to expand Drizabone's following beyond its rural customer base into urban markets, he said.
In terms of distribution, the label - currently stocked at David Jones - had its sights set on a range of urban chains and better end independents and hoped to strike deals with high end department stores such as Henry Bucks, Williams said.
The expansion would be supported by an ad campaign persuading consumers to take a second look at the Drizabone brand. Drizabone had brought out a summer catalogue for the launch, with consumer magazine advertising to follow, he said.
It also planned to expand its womenswear beyond activewear jackets to comprise a full womenswear collection over the coming seasons.
Williams, who spent 10 years working for leading active shoe brand Timberland, said Drizabone footwear was also a possibility.
There was no reason why the strength of the Drizabone brand could not be extended to serve urban consumers, he added.
"These days the guy driving his BMW in the city is very happy to wear one of our leather jackets. This is the message we want to get across."