The US is set to topple Australia as the biggest market for urban label Zanerobe, following a restructure of prices for the northern hemisphere market.
The Sydney brand’s co-director, Leith Testoni, said by the end of 2010, US orders will overtake Australia’s by 20 per cent.
“We’ve been showing at the US trade shows, Project in Las Vegas, Blue in New York and Coterie in New York as well,” he said. “And we’ve been working quite closely with a lot of the department stores up there – Neiman Marcus, Nordstrom, Bloomingdale’s and Saks [Fifth Avenue].”
The brand also dropped its prices for the US market in late 2009 by around 15 per cent to be more competitive.
“It [the growth] is a real testament that the market wants us at that price,” he said.
Zanerobe has also shot its recent campaigns in California and has hired a full-time US public relations agent to boost brand recognition.
Testoni said Japan is also proving a strong market and a Tokyo retail store is being considered.
Domestically, for summer 2010, Zanerobe will launch sunglasses for the first time. Thirteen urban-style unisex looks will be offered, with prices ranging from $159 to $200.
A broader array of headwear, wallets and belts will also be released. Testoni said in 2011, a price-aggressive collection of denim basics will be introduced, although details are yet to be finalised.
Zanerobe, co-directed by Jonathan Yeo, offers men’s, women’s and children’s casual apparel. It has 320 Australian and around 1000 international stockists.
Melinda Oliver