Then and 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 Geraldine Saad, sales and marketing manager at Studibaker.

COMPANY Studibaker
MARKETING MANAGER Geraldine Saad

What were the key issues or challenges for your company five years ago? What are they now?
As we are in the fashion industry our main focus is always to design the most outstanding collections for the Australian and New Zealand market, providing the best service, quality, quantity and support to all our retail carriers.

What was the range like five years ago? What is it like now?
Previously the collection volume was always too large, too many styles to choose from which was confusing for our retailers. Now we are producing concise collections, better styles, competitive pricing, younger feel and more luxurious and unique fabrics.

How many stores/wholesale accounts did you have five years ago? How many do you have now?
We have always supplied between 250 - 300 specialised boutiques Australia wide. Now we have increased out New Zealand based stockists. This is a market which is growing.

What was the retail climate like for your business five years ago? How has it changed?
It has always been constant. Today, the retail sector is definitely much harder, largely because of Chinese imports which have made a significant difference.

What was your approach to marketing and promotions five years ago? What is it now?
Previously it was never our main focus. Now we have expanded dramatically, the more the better from magazines, brochures for each season, expos, websites and buses, etc. We have also removed our labels from agency sales to in-house both sides of the Tasman, with permanent sales staff in our own sales and a stockroom office location in Alexandria.

What was your approach to staff training five years ago? How has it changed?
This is something that has never changed. We pride ourselves on our staff as we are a great network of support for each other, whatever needs to be done everyone helps out every where. Multi-tasking is a great quality in this industry.

What was your approach to retail technology five years ago? And now?
We cannot escape technology, as it only enhancing our business, we are always changing with the times.

What was your greatest moment of the past five years?
Celebrating 25 years in fashion.

What has been the worst experience of the past five years?
Loosing clients because of economic hardship.