High Street retailer Saba is backing its recent push into multichannel retailing with an expanded product offer for autumn/winter 2011.
The unisex label will diversify its current portfolio of merchandise, with a new footwear range offering eight styles for women and three looks for men priced between $199 to $399. Key to the women’s offer will be wedges and ankle boots in faux snake printed leathers, metallics and suedes; while the men’s component will feature leather and suede brogues and loafers in chocolates, blacks and smoky greys.
The brand will further expand its men’s accessory range later in the season, offering leather overnighters, canvas satchels, rucksacks and small leather goods. In addition to a staple collection of belts and scarves, an extended line of bags, small leather products and jewellery will also be introduced for women.
Saba general manager Inger Adamson said demand for greater denim styles will see jeans, jeggings, cargos and jackets manufactured in a wider range of fits and washes.
“We have intentionally diversified our fabrications in line with trends, providing customers with a variety of textures this season,” Adamson said.
“To name a few of our key fabrications this season – soft cashmere blends, fluid silks, fine wool tailoring, sherling and goat hair. This direction provides a more fashion offering whilst also maintaining a level of sophistication.”
Saba currently operates 28 free-standing stores, with 23 womenswear and 20 menswear concessions in department store David Jones. The brand launched its first online store in October 2010, utilising social media and seasonal brand films to back its move into multichannel retailing.
Adamson said there had been an “aggressive growth” in the number of fans on Saba’s Facebook page, with its own customer database growing by 8000 per month.
“We have a very web-savvy, fashion-focused customer who really enjoys shopping online and engaging with us through this channel. Our online store helps us learn more about where our customer lives, what they like and what they want more of. It also drivers customers back into our retail business ... after researching our collection online first.”
Adamson said Saba will continue to invest in cooperative advertising campaigns with David Jones, in addition to printed and digital advertising via its database and various consumer publications.
“Our partnership with David Jones is very important to us and we will continue to upgrade our concession fit-outs, expand our accessories offer and build on our existing business with this channel.”
Saba is owned and operated by the Sydney-based Apparel Group, which also operates lifestyle brand Sportscraft and has a private label division which designs and manufactures for leading Australian retailers. Adamson joined Apparel Group in 2006, before moving to the position of Saba general manager in August last year.
Assia Benmedjdoub