Distribution firm finds its poetic vocal chords
Footwear import company Sapato has found its sole mate - half way around the world.
Two years after shoe brand Poetic Licence put out its first range in London, Sydney-based Sapato has been awarded the unique distinction of being named its inaugural Australian distributor.
Backed by UK-based investment company Huntley, Poetic Licence is the brainchild of company owner Darrin Field.
Having initially launched the brand as a footwear supply firm back in 2002, Field made the strategic decision to launch Poetic as an inhouse label in 2005.
Targeted at women who are "trend setters not trend followers", the Chinese-manufactured brand takes its influence from British culture and urban style with its core customer aged "20-something and single".
Sapato Imports brand manager Adam Westheimer said what separated Poetic brand from its competitors was the large number of themes it introduced each season.
Having just completed the initial sell through for the summer 2007 collection, Westheimer branded the range the best introductory label his company had ever launched.
"In the spring/summer 2007 range you find three themes running through. The brand is commercial without being boring. On the contrary, [it's] full of really bright colours, polka dots, flats, platforms all brought together."
Armed with unique guidelines from Field about where and when the brand can be stocked, Poetic's Australasian catalogue is based on the "best ofs" from the brand's European and US collection but still boasts more than 100 different styles.
Available in European sizes 36 to 41, retail price points are expected to range from $90 to $170.
Westheimer said while there was no set plans for a strategic marketing campaign for the brand, he hoped in the first instance, the shoes would "speak for themselves".
"This will be our best way of marketing the brand instore. We are testing this season and maybe in future seasons you will see print, radio and gorilla marketing strategies come into play."
By Tracey McEldowney