SYDNEY: Over one month on from Oprah Winfrey's exposure of Camilla Franks' eponymous label and the sales keep ringing in for the womenswear designer.
The first episode of Oprah's 'Ultimate Australian Adventure' hit US television screens on January 18, closely followed by a local screening on January 19. The four episode special includes footage of the talk show host in Camilla's 'banshee angel' cape, and the effect on sales has been palpable.
“We've definitely seen a spike, an increase in sales on our online boutique,” Franks told Ragtrader.
“Also when Oprah was out here and she was [photographed] wearing it, all our boutiques increased in sales and a lot of our stockists had many enquiries. That also filtered over to our American agent because the footage was coming through and we were on the front cover of the New York Times business [segment].
“It's definitely increased our sales: wholesale, retail and online.”
The positive association for the label may well continue, with Franks reporting additional enquiries from The Oprah Winfrey Show's production team.
“Sarah who does my marketing is working very closely with the producers for Harpo and they've just contacted us wanting another 10 pieces. So there's a love for the label there which is such an honour and it really humbles me,” Franks said.
She added the cape Winfrey sports on her show had been purchased by the television star, rather than gifted to her.
“...[T]he philosophy behind the label is that 'Everyone has the right to be and feel beautiful, no matter what age shape or size'. She really epitomises that. She's an amazing woman and I couldn't have asked for a better ambassador for my label,” Franks added.
Launched in 2005, Camilla is renowned for its kaftan product which retails from $450 to $599. The label currently has over 80 Australian stockists and 120 international stockists and operates three boutiques in Sydney.
Camilla's 2011 winter collection sees the debut of many new product categories for the label including knitwear, leather leggings, cashmere and cotton cardigans and hooded jackets.
For more on Camilla's 2011 plans, pick up a copy of Ragtrader's February 11, 2011 edition.