Bear roaring back onto Aussie market

US-based apparel manufacturer Wings Research and Development will re-launch its iconic surfwear label Bear in Australia and New Zealand in late 2006.
The label, which until recently was owned by John Milius who directed and co-scripted surf film classic Big Wednesday, was originally launched in Southern California in 1977 but was taken off the Australian and New Zealand markets during the 1990s in order to focus on their core surfboard business. The label did however remain on the market in Europe and the US.
Initial ranges currently being developed for the Australian and New Zealand markets will consist of men's surf apparel and accessories.
"The apparel will feature a broad mix of product categories with a strong and diverse top and bottom's offer, coupled with boardshorts, rashies and other performance swimwear," said Dominic Ralton, brand manager of Australian and New Zealand license holder CK Clothing Group.
Future plans could also see the launch of women's and children's apparel as well as snow boarding and ski apparel and hard goods in both markets.
"These are definately other avenues we want to pursue but at the moment our focus remains on the brand's core segment, men's surfwear," he said.
Ralton admitted price points for Bear had yet to be established, but was adamant it would be "competitively priced in relation to the major surf brands" currently on the market.
To help re-launch Bear, CK Clothing Group, in conjuntion with Wing's Research and Development global marketing department, have commissioned an undisclosed advertising agency to create an edgy brand image and marketing campaign for the label.
"Bear has a strong brand message to convey and we are currently working on a strategic advertising and marketing strategy for the brand's re-introduction to the market," said Ralton.
"We believe this will be an integral part of the brand's re-launch into the Australian and New Zealand marketplace."
A "teaser" marketing campaign will kick-off in Australia and New zealand in early 2006, with the full campaign, which will be focused around print media and event sponsorship, launching in August 2006.
At the time of press CK Clothing Group was also looking to appoint agents in New Zealand and all states of Australia.
Looking further abroad the Wings Research and Development has unviled plans to open a series of concept stores in both the US and Europe to coincide with the global re-launch of Bear. Plans currently exist for the opening of a flagship store in Huntington Beach, California in summer 2006.