SYDNEY: Rodeo Show is set to launch its second retail store as part of a marketing push made viable by an AusIndustry small business program grant.
The Sydney-based women’s fashion label will open in the new MidCity Centre, Sydney, on July 1, seven years after it launched its first store in Paddington.
The new 72-square-metre space is designed to reflect a New York loft, with panelled white walls, aged-oak floorboards, a Victorian era fireplace and decorative framed mirrors. Once open, the original Paddington store will be renovated to complement the new style.
Rodeo Show founder Lisa Thai said the company’s three-year strategy is to open a third retail store in Sydney and two in Melbourne.
“Having our own stores, we are able to communicate our brand essence to our customers more clearly,” she said. “As we are growing it is really important that we show our end customer a real sense of who Rodeo Show is.”
The brand’s logo, colours, look books, website, packaging and carry bags have all been revised. It has also launched an e-commerce website and embraced online social networking to boost customer engagement. It directly emails its customers with product information and is building a loyalty program with a view to customer rewards.
Thai said wholesale growth has been strong, with 30 new stockists secured in the last two years, bringing its store count to 100.
“We are cautious about how many accounts we have,” she said. “If we have about 140 to 150, that would be comfortable growth.”
The label’s handful of international boutiques include Antipodium in Singapore and some stores in New Zealand. The brand was picked up by David Jones in July 2009 and is stocked in around 20 of the national retailer’s locations.
“Our best selling [David Jones] store is actually in Kotara, [New South Wales],” she said.
Five collections are created each year for wholesale, but drops are delivered regularly into its own retail stores. Thai said the best selling price point is around $200 for a dress.
“We are a designer brand but we don’t come with any airs and graces.”
Key garments for summer 2010/11 include dresses, tops and skirts in vivid colours and statement prints sourced from local artists. Silk and viscose feature heavily.
Melinda Oliver