MELBOURNE: Country Road and new sister label Trenery are responding to market demand and re-working their product offer to create a greater distinction between the two labels from Winter 2010.
Marketing director Jacqui Moore said that first season sales for Trenery revealed consumers snapped up classic, easy-to-wear looks in favour of glamour.
"The initial success of the brand showed that we got that right in terms of what the customer was buying from us," she said. "When [creative director] Sophie Holt talks about this she talks about the link back to the heritage of Country Road and the iconic pieces that made it famous in the early days. Trenery is about building a wardrobe of timeless classics."
This meant that for winter 2010, the designers strengthened Trenery's offer of classic wardrobe pieces targeted at the 35 plus market. For women, it focuses on items such as trench jackets, pea coats, jersey skirts, straight trousers, long-line cardigans and cable knit sweaters. For men, cashmere blend blazers, trenches, traditional tailored suits and plaid shirts are key looks.
Moore said this move led the design team to inject more glamour and trend oriented pieces into the Country Road label, attracting a slightly younger demographic.
"It's not a radical change, it is about evolution. You can see a real sense of fashionabilty there [for winter 2010], the embellishment, the wax fabrics, the wet looks, the shapes are very fashion forward."
For women, the offer includes edgier styles such as metallic jerseys, body-conscious dresses, wet-look leggings, cropped leather jackets and embellishment such as exposed zips, metal and studs. For men, the range has gone in a more casual direction.
"What is important is that Trenery has only got six stores and Country Road has 65 stores and 80 concessions. So Country Road still has to have a broad appeal and there is still enough in the Country Road collection to satisfy a customer who might be a little more mature."
Also in response to strong consumer demand, Country Road has expanded its childrenswear sizing from winter 2010 to now cater up for to 12 year old children.
Moore said it is important to emphasise this is not meant to tap into the 'tween' market, but rather to increase the age that children can wear the classic Country Road children's offer.