Every edition Ragtrader catches up with a previously featured label to discover how the business has evolved. Here Belinda Smart talks to Danny Guest, managing director of Melbourne based womenswear brand Blue Illusion.
Label:Blue Illusion
Owners/founders:Danny and Donna Guest
How has the company travelled over the past five years?
Five years ago we had 15 stores, compared to 54 stores today - it has been incredibly exciting introducing the Blue Illusion concept to a much broader audience. Also through this time I think we have really started to fully appreciate our role in the market, and the difference great product and service can make for our customers.
What was the range like five years ago and how has it changed?
Back then the Blue Illusion range was more classic than today; pieces tended to be boxier in shape and designed in fewer fabric choices. Today we design and manufacture approximately the same number of SKUs but with many more styles and a much greater choice in terms of shapes and fabrics.
How have your staffing arrangements changed?
Five years ago we employed 48 people. Now we have 245. Training and people development have always been high priority at Blue Illusion, [but] back then our programs were not as structured as they are today. During that time we have introduced the True Blue selling program as our major focus. Additional internal and external programs are also undertaken on a regular basis for all team members.
How did you approach marketing and promotions back then and how has this changed?
Our approach has remained quite similar really, only we now talk to more people as we add new customers to our Lifestyle Club. We have been focussing on growing our e-communications capacity so that we can talk more frequently to our customers and make offers that are both topical and relevant. Visual merchandising is also a higher priority for the brand as we work on leveraging walk-by traffic.
What were the key issues or challenges for your company five years ago and what are they now?
I guess five years ago we were unable to enjoy some of the economies of scale that we now have. Today the challenge remains to maintain our high levels of product and personalised service. As stores open throughout the country we want our customers to leave each and every one feeling valued and better for the experience. The secret is finding excellent staff that understand our customers and love their work.
What have been the highs and lows of the past five years?
The most significant achievement has been our ability to keep Blue Illusion a fun and exciting place to work, full of opportunity and challenge, which has enabled us to build an amazing team. However the period has also seen us finally close our doors on wholesale. It was difficult to say goodbye to our friendly customers with whom we had worked for so long.