NATIONAL: Three Canadian-based brands are preparing to make their mark on the Australian fashion market, following the success of compatriot labels Joseph Ribkoff and Frank Lyman on Australian soil.
The labels, Picadilly, Picadilly Gold and Adam Jacobs, are all owned by Picadilly Fashions and the company has joined forces with Sydney-based importer A Touch of Europe Fashion to establish its presence in the Australian market.
Fashion agents have been appointed in all states, except Tasmania and the Northern Territory, and the labels are taking orders through agents only at this stage for their spring/summer 2011 collections.
Collections by all three brands will feature over 140 pieces in a range of resortwear-orientated designs, featuring bright colours, neutral palettes and nautical styles in strong coordinates and basics.
Combined, the labels will cover an age target market of women from 30 to 40 years old in sizes from six to 20 and in a range of fabrics such as cotton and cotton/silk blends, spandex, denim and acetate blends.
According to A Touch of Europe Fashion managing director Albert Drumm, the brand's push into the Australian market is part of a wider strategy for international expansion, however, the labels are purely focused on the wholesale market for the moment.
Drumm also notes there are challenges to a Canadian label launching in the Australian market, but said he is confident these hurdles are manageable.
“Being an overseas label, duty charges, air freight and general logistics add to our costs, as does drop shipping to retailers all over [Australia],” he said.
“It is a continual challenge, however logistics and distribution is our core strength and we do this well.”
On the sales side of things, Phoebe Garland, co-founder and co-owner of Garland & Garland Fashion and national fashion agent for Picadilly Fashion's labels, said she has already seen a healthy interest in all three labels and expects them to provide stiff competition for established players in the market.
“We are well aware of how well the two other Canadian labels, Frank Lyman and Joseph Ribkoff, have been doing in the Australian market and we are finding [that] the retailers which stock the existing Canadian labels are very keen to have a look at Picadilly, Picadilly Gold and Adam Jacobs due to the competitive price points and the fact that Canadian labels have a strong following in the Australian market,” Garland said.
'“Although we have just started to present and sell these labels to our retailers for summer 2011/12 and it's early days, we are pleased to have taken some very good orders which indicate these labels could do some strong volume in the future.
“We've found our retailers also like that the delivery dates are in alignment with Australian delivery cycles, so they don't have to buy 18 months in advance.”
Wholesale prices for Picadilly, Picadilly Gold and Adam Jacobs range from $28 to $48 for tops, $45 to $65 for skirts and dresses, and $65 to $80 jackets.
Daniela Aroche