The rebrand of Minimoko, which currently comprises jewellery, bags, belts, clutches, shoes and scarves, will incorporate a complete change of the label’s logo and packaging, as well as a shift in design direction and the addition of fresh product.
Seduce Group Australia national marketing and PR manager Kat Jade Robinson said the brand, originally designed to match Seduce’s BlueJuice womenswear label, has consistently delivered successful sales and the time was right to revamp and give the label a stronger identity.
“The designs have been doing very well, and in this tougher retail market that we are seeing we feel customers are buying more accessories also. So it makes sense to invest in this category.
“It’s a matter of constantly reinventing yourself, if not, you fall behind – and this is just another avenue for us [Seduce] to adapt to the current retail landscape.”
“Minimoko accessories will still be associated with the BlueJuice apparel line, but the rebrand will make the product more directional and will give Minimoko more of a stand-alone identity also.”
Robinson said the rebrand was ongoing, but once complete, the refreshed Minimoko collections will be sold at selected stores in Seduce Group’s retail network, as well as online via the company’s e-store.
Robinson also revealed that the group is currently working on the development of a cutting-edge e-commerce platform which will be “a first in terms of the way people shop in Australia”.
The fledgling project will launch mid-September and will see the entire Seduce Group stable, including Minimoko accessories, as well as apparel, available for purchase via the platform.
Seduce Group Australia products are currently stocked in 400 outlets across the country, including Myer department stores and 17 stand-alone Seduce boutiques.
Katherine: Seduce Group.
