Improvements afoot at Joanne Mercer

MELBOURNE: National footwear retailer Joanne Mercer's target market is in for a pleasant surprise. The Melbourne-headquartered brand, which operates 32 stores nationally, will begin rolling out new collections this month, in response to consultation with its customer base of mainly 35-plus women, confirmed managing director John Kirkhope.

"In recent years it became apparent that our product needed to be younger in attitude, while not alienating our core customers' requirements for quality and comfort. The feedback we were getting indicated the range was considered too corporate and lacking inspiration."

The result was a much more "on-trend" offering, a switch to "fast fashion" style monthly drops and a significant increase in the number of styles available. The brand - which had always purchased some product from Italian factories - was also set to boost its Italian line to around 12 per cent of its offer.

The rest of the range would comprise 30 per cent from other leading Australian footwear brands, with the balance produced under the Joanne Mercer banner. The company had also re-organised its schedule to release the Joanne Mercer brand more rapidly and frequently, he said.

Meanwhile new store concepts launched two months ago with the revamp of the Westfield Geelong store. Further upgrades were due at sites in Melbourne's Docklands and Westfield Doncaster later this year, with completion of all stores expected within four years.

"The new look has much more of a lounge feel to it, featuring wall panelling and contemporary mirrors and lighting. It's more of a place to relax and enjoy rather than a traditional retail space." Changes to the brand's direction had been driven by an expanded management team, Kirkhope said.

Emma Cleveland had taken the reins as CEO earlier this year, following the departure of John Naccarella in September 2007. Cleveland's experience included brand management at footwear brand Diana Ferrari and a four-year stint working for luggage retail brands in London.

Recent months had also seen Peter Geraeds - whose résumé included key roles at Sachi, Top End and Tony Bianco - join the company to head up product sourcing and development. Meanwhile Kirkhope - a co-proprietor of the brand along with founder Joanne Mercer - had taken on the role of managing director in March this year.

"Many of the changes we have been able to implement have been the result of a bigger, better team in the area of merchandising and development," he said.

By Belinda Smart