Oakley looks to fairer sex
MELBOURNE: The Australian arm of global surf brand Oakley is looking to ditch its masculine image. Since its inception in 1975, the apparel brand has been synonymous with traditional "blokey-type" pursuits such as surfing, golfing, mountain biking and skiing.
However now the California-headquartered brand is seeking to redress the balance, launching a new lifestyle line and sports performance eyewear collection targeted solely at females. Oakley (Australia) apparel brand manager Kate McDonell said the women's lifestyle range built on the brand's heritage of authenticity but still included silhouettes that were "young minded" and "designed for athletes".
"The Oakley woman is the girl off the mountain, out of the water. The summer range reflects the needs of these women for fashionable and functional clothing. Beautiful pieces that speak to active women not constrained by fashion," McDonell said.
Available in sizes eight to 14, the apparel collection features trackpants, sweatshirts, T-shirts, singlets, shorts, beanies and socks while the 'Enduring' eyewear line is available in two styles with five different coloured lenses.
Manufactured by Oakley's key vendor partners throughout Asia, the apparel range boasts retail price points of $46 for a T-shirt through to $70 for a pair of boardshorts. The eyewear line, available with prescription inserts, has a recommended retail price of between $155 and $255.
McDonell said the brand would take an integrated approach to launching the ladies ranges and had already kicked it off with a unique boot camp - led by Oakley-sponsored surfer Layne Beachley - for Sydney fashion media earlier this month. The promotion program will also include key product placement, advertising in key surf titles, retail point of sale material as well as an extensive online marketing campaign, she said.
The line, available instore from July, will be stocked in surf stores across Australia and New Zealand as well as the Oakley O stores in Torquay, Melbourne Central, Chadstone, Bondi and Surfers Paradise.
By Tracey Porter