MELBOURNE: Feathers has recovered from the global financial crisis with an unprecedented boom in sales, according to its long serving founder Margaret Porritt.
Porritt said the Melbourne based womenswear label recorded a 50 to 100 per cent average sales growth across its own retail stores in February, compared to the same period last year. Across the brand’s Myer concession stores she said sales were up 80 to 150 per cent in comparison to the same time in 2009. “I’ve never seen figures in my company like it,” she said.
The designer is celebrating her 70th birthday this month and 38 years at the helm of the company. She said the strong results follow a drop in late 2008, which she said resulted from rising interest rates and cost of living.
“We were really hit very hard then...that really gave the customers the wobbles,” she said. “So when the global financial crisis hit we had scaled down, we were running lean.”
She said recovery commenced mid-2009, which she credits to providing key classic items and reproducing top selling styles quickly.
Feathers has six Myer concession stores in Melbourne and one in Sydney, as well as six own retail stores across Melbourne’s inner suburbs. It launched two new concessions late last year — one at Myer Highpoint and the other at Myer Southland. Porritt said the Myer concessions broaden her traditional customer type and geographic reach.
Porritt said the company is still producing around 80 per cent of its product in Australia. New product drops into store every two weeks.
“It’s tight and the customers know that if they don’t get it, it’s gone and we move on to the next one,” she said.
Winter 2010 has just been launched, backed up by a billboard campaign across Melbourne. The first theme, Grey Matters, comprises jersey dresses, merino knitwear and leggings. A Sports theme includes a hooded puffa coat and knitted military jacket, while a Fearless theme features animal print leggings and dresses.
Melinda Oliver