Then & now

EACH FORTNIGHT RAGTRADER TOUCHES BASE WITH A BRAND PREVIOUSLY PROFILED IN THE MAGAZINE TO SEE HOW IT HAS EVOLVED IN THE INTERVENING YEARS. THIS WEEK TRACEY MCELDOWNEY CAUGHT UP WITH KYLEE EDWARDS, BRAND MANAGER AT AZTEC ROSE.

COMPANY: AZTEC ROSE
BRAND MANAGER: KYLEE EDWARDS


What were the key issues or challenges for your company five years ago? And now?
Aztec Rose systems was not up to speed with technology and now have moved into a complex operation system which controls our manufacturing, accounts, and design divisions. This is central to the business and without this we would still be on manual systems. This upgrade has been a saviour for Aztec. In recent years we have moved all our manufacturing offshore to compete with the demands of the consumer. The challenge of offshore manufacturing was to establish factories able to produce to Aztec Rose's high quality standards. We are proud to say we have been able to achieve this challenge.

What was the range like five years ago? What is it like now? Five years ago Aztec Rose was predominately known as a swimwear label with beachwear making up the balance of the Range. We now have moved to 50 per cent of the range being fashion apparel. The Aztec Rose girl wants to be seen in the latest swimwear, covering up with newest trends in fashion apparel.


How many stores/wholesale accounts did you have five years ago? How many now?
In 13 years Aztec Rose has maintained a stable account base of around 300-350 accounts Australia wide. QLD recently have had the biggest change with City Beach stores expanding aggressively over recent years. NSW have now taken that over this year with the joint venture of General Pants, Surf Dive and Ski and Jetty Surf.


What was the retail climate like for your business five years ago? How has it changed?
The Surf Channel has changed over the past five years with international brands entering our market with full power. We have been challenged but Aztec Rose has succeeded with the quality and styling of our products.

What was your approach to marketing and promotions five years ago? What is it now?
Aztec Rose is a small company within the surf channel, against the international brands we have never been able to have the capacity to do a large amount of marketing and promotions. We have always had great exposure of the brand from support of all the major magazines. We have always produced great catalogues for our retailers and our posters have been a talking point. Especially when we had a life size cut out of Jodie Meares.


What was your approach to staff training five years ago? How has it changed?
Aztec Rose training is on the job. We have always worked as a tight team and nothing is ever too big.


How many staff did you employ five years ago? Now?
We have the same amount of people here today as we did five years ago. Our business has changed and our team have become more experienced. Our environment is friendly so we all help each other on the job.


Approach to retail technology five years ago? Now?
With technology developing so quickly there are so many benefits these days. For Aztec Rose bar-coding our garments is the best way for us to communicate with our retailers. This tool enables us to get sell through reports directly on a weekly base which then lets us replenish regularly to ensure our consumers are getting what they want. This report also shows what products are selling in different states.

What was your greatest moment/most significant development in the past five years?
Aztec Rose's greatest moment would have to be the move from Milperra to the City (the big smoke). Aztec Rose has developed a team riders division. These girls are the up and coming, we are very proud of everyone of them. We support board rider groups around the country to encourage kids to surf as well as have some fun.


What has been the worst experience of the past five years?
It is very sad to see the industry loose a lot of its mateship as it is all about business these days.