Then & Now - Vivian Chan Shaw
Company Vivian Chan Shaw
Managing Director & Designer Vivian Chan Shaw
What were the key issues or challenges for your company five years ago? And now?
The Vivian Chan Shaw label started in 1972 and has a very faithful following. The challenge is to keep evolving and offering our customers something new, while doing what we do best - and that's beautiful hand made knitwear. In the past five years we've had to find new sources for raw materials and develop new relationships with suppliers. The label is still made 100 per cent in Australia.
What was the range like five years ago? And now?
We specialise in hand loomed knits and have a very strong signature. Five years ago we focused on more special occasion wear. Now we're concentrating more on separates - selling a lot of tops, coats and pants. Five years ago we started to add our own hand made jewellery to the retail mix. Now the jewellery is also sold wholesale (and exported to the UK) and the collection has grown and grown.
How many stores/wholesale accounts did you have five years ago? And now?
Five years ago the focus was more on our retail store. We had always wholesaled, but in the past three years we have concentrated more on wholesaling to new accounts. Today we have 37 wholesale accounts and export to the US and UK. Our flagship store is still in the Queen Victoria Building in Sydney.
What was your approach to marketing and promotions five years ago? What is it now?
Our website has proved to be an excellent marketing tool in recent years. We're constantly in touch with customers by email - electronic communication has grown. We continue to have in-store VIP functions and trunk shows in Australia and overseas. We find that the personal approach works best for our style of product.
What was your approach to staff training five years ago? How has it changed?
How many staff did you employ five years ago? And now?
We still have the same number of staff members.
What was your greatest moment/most significant development in the past five years?
Five years ago we celebrated 30 years in business. We staged a retrospective of our work. It was a wonderful experience as customers from so many years ago still treasured and had kept their original garments. This was a very moving experience and it brought home that there is a place for timeless and beautiful clothing - that to create pieces of integrity that do not follow trends is very important. It is gratifying to know that the work is held in high regard by the most important people in our business - the customer.
By Tracey McEldowney