SYDNEY: For a label aimed at youthful chicks, touting the opposite of "new" is a daring strategy.
But womenswear label Sheike claims differentiating itself from the crowd by promoting its 30-year heritage is just the tonic for today's recession battered ladies.
This month the launch of Sheike's autumn winter 09 collection will see an update to its branding – including new shopping bags, swing tickets and other collateral - brandishing the tagline "Established 1979", the year managing director George Lazaridis opened the first Sheike store in Sydney.
"The decision to include 'Established 1979' on company branding was made after we discovered many customers were unaware of the label’s extensive heritage," said Lazaridis.
"The new branding addresses this issue, while communicating a message of longevity during an economically challenging time – when retailers must reinforce their brand proposition and define their offer."
Featuring predominately Australian-made product, the autumn winter collection would deliver a well-crafted collection of Sheike's signature corporate and cocktailwear.
Head Buyer Marie Lazaridis said shoppers on the hunt for daywear could expect office-ready tweed pencil skirts, ruffle-detail cardigans and high-collared shirts. Meanwhile key pieces for the evening were floaty dresses and faux-fur boleros.
Sheike operates 15 stores in New South Wales and an online store servicing its national and international customer base.
For an in-depth look at Sheike's 30 years in business, pick up a copy of Ragtrader's April 10 issue.