NATIONAL: Urbanwear brand Zanerobe has reduced price points by 15 per cent for the US market in a bid to better compete with rivals based in the Northern Hemisphere.
The brand currently supplies its streetwear range to US department store heavyweights such as Neiman Marcus, Saks, Nordstrom, Fred Segal and more recently Bloomingdales.
Director Leith Testoni said aggressive pricing strategies in the Northern Hemisphere meant Zanerobe had to rethink its strategy there.
"There are so many vertical brands in the US, its incredibly competitive," he said. "The pricing [structure] is much more aggressive there - they might not be the same quality but you can buy a shirt at Urban Outfitters for $17 to $19 - so we've had to pull our pricing down a bit."
Testoni said prices have been lowered by 15 per cent across the board, with tees now priced at $50. He considered brands such as G-Star, Diesel, Penguin and Scotch & Soda as key competitors in the Northern Hemisphere market.
Zanerobe's next major product drop for the US is scheduled for February 2010. The brand recently launched an exclusive suiting range with national department store David Jones.