Then and now
Company Leonard St
Director Amanda McCarthy
What were the key issues or challenges for your company when you first started? What are they now?
The key challenge initially was securing stockists and marketing in any form, now it is selecting and maintaining the best stockists and marketing events for Leonard St profile, target market and growth.
What was the range like when the label was first formed? What is it like now?
The first collection was 12 styles, all highly print dominated and feminine that translated into an overall dressy feel. It was inspired by the UK approach to fashion and dressing up rather than the Australian approach which is more mixed. The collection is now 40 to 45 pieces per season with a balance of prints and plains, and developing styles that transcend the limits of casual and dressy. The look of Leonard St is creating its own sense of classic contemporary.
How many stores/wholesale accounts did you in your first season? How many do you have now?
The first season for Leonard St had a handful of stockists, maybe six or seven Melbourne-based. Now it has 37 stockists across Australia and is about to sell into the UK market.
What was the retail climate like for your business when you started? How has it changed?
It is difficult to ascertain the retail climate difference as the business itself has grown. The support of the retailers is essential to wholesaling and I appreciate working together in the industry.
What was your approach to marketing and promotions when you launched? What is it now?
Initially I was unsure but eager for promotion. Now I am cautious and weigh up PR activities with a lot more attention to detail; managing a PR budget and strategy is essential. It should also be enjoyable, events that increase my grey hair ratio are not favourites, my sanity is also essential to the longevity of the business.
What was your approach to staff training when the business launched? How has it changed?
I did everything myself at the beginning, which I think is a very worthwhile foundation for understanding and appreciating all facets of the business. Now I recognise the value of time management, focusing on the direction of the business and utilising the skills of colleagues and out sourcing to ensure the highest quality final product and efficency.
What was your greatest moment/most significant business development in recent years?
My best experience has been the buzz of the catwalk after a successful show at the recent Rosemount Australian Fashion Week, but on par with meeting fashion agents overseas in the US, UK and Asia when exploring export potential.
What has been the worst experience of recent years?
The worst and very costly experience has been having my samples seized at US customs and trying to negotiate with a Derby Day hangover after an 18-hour flight.