Then & Now: Lisa Barron
Every edition Ragtrader talks to a previously profiled brand about how it has developed in the intervening years. This week Belinda Smart caught up with Lisa Barron founder of Lisa Barron.
What were the key issues or challenges for your company five years ago?
To find a new location for our head office and open a new store. After much searching we decided on a large shop front in high street Armadale with around 400 square metres of retail and offices upstairs and down. High Street at that time was in a downward spiral with many vacant stores available for lease and for sale. Some people suggested that our choice of location was very risky, but the meteoric rise of the strip after our arrival has proved us right.
What were the company's ranges like five years ago compared to now?
The collections of five years ago had more emphasis on eveningwear and special occasion dressing, while the 2007 collections offer more diversity. Winter ranges now carry a more casual component, still using imported fabrics to create original designs. Summer collections also have a higher proportion of casualwear while the amazing growth in the racewear market has also led to a distinctive design direction. The Lisa Barron label has an exceptionally strong following during the Spring Carnival season.
How many stores and wholesale accounts did you have five years ago?
Five years ago we had one store and approximately 25 wholesale accounts. We now enjoy two premier retail locations, one in Toorak Road South Yarra and one in High Street Armadale. Our wholesale account list has grown to around 40 accounts and this includes two new locations in New Zealand. We are also currently looking to open a third store.
What has been the most challenging experience of the past five years?
Marketing the label. With the benefit of over 20 years of hindsight I have seen many businesses over-marketed and then crash and burn. It is not always beneficial to be the "darling" of the media. Our philosophy is to produce a beautiful product that has a divine fit, is original and makes you feel fantastic. We are featured in most major events including Melbourne's fashion festivals and have paraded our designs in the Australian Designer Collection shows with supermodels such as Helena Christensen, Linda Evangelista and Amber Valetta. Our marketing machine will be working overtime over the next six months as we prepare for our 25th anniversary.
What was your greatest moment/most significant development in the past five years?
Being inducted into the Fashion Hall of Fame in 2006. The recognition has given us the confidence to keep doing what we do.
By Belinda Smart