SYDNEY: Global brand house Club 21 Australia has unleashed its public relations strategy for DKNY Jeans, in preparation for the opening of the brand's first Australian store.
As reported in Ragtrader's June 4 issue, the store will be unveiled on November 1 at the new Westfield development in Pitt Street, Sydney. Club 21 Australia has appointed Sydney firm Hush Communications to implement a media drive, with its spring/summer 2010 collection now available for editorial fashion shoots, television use and more.
The industrial, New York inspired store will be 80 square metres and will stock over 190-styles of clothing across men's and women's collections. DKNY Jeans product will be delivered in line with domestic seasons. The entry level offer from the Donna Karan stable has prices starting at $100 for jeans, $79 for tops, $269 for jackets and $900 for leather items.
Club 21 Australia, owned by Singapore-based Club 21 Global, will also open a flagship for luxury British accessories label Mulberry in the Westfield development on November 1.
The Mulberry store will be reflective of an English conservatory, with cream and off-white interiors contrasted with dark carpet. The product, designed by Emma Hill, will be offered in line with northern hemisphere seasons. Club 21 Australia general manager Nigel Yeo said pricing will be competitive with online stores that sell Mulberry to Australian consumers, starting at around $900 for a leather fashion handbag or $1300 for a core collection style.
Yeo said bringing the two brands to Australia is part of a broader plan to boost Club 21 Australia's presence in the country. It currently operates A/X Armani Exchange and ck Calvin Klein stores nationally. A new outlet for these labels will also be launched in the Westfield centre. Yeo said the brand house is looking to add more labels to its domestic portfolio and increase its retail stores nationally.
“Right now we are in Victoria and New South Wales and I am also exploring opportunities in Queensland and Western Australia,” he said.
By the end of 2010 the company will operate nine stand-alone stores across its brands, plus two shop-in-shops for ck Calvin Klein in Myer department stores. Yeo hopes to launch Mulberry and DKNY Jeans stores in Melbourne within the next couple of years.
Yeo is confident both labels have strong brand recognition in Australia, but remained conservative about first- year sales expectations.