Then and Now: Sally Smith

Every edition, Ragtrader talks to a previously profiled brand about how it has developed in the intervening years. This week, Assia Benmedjdoub caught up with Australian designer Sally Smith.

Company:Sally Smith
Managing Director Sally Smith

What were the key issues or challenges for your company when you started out? What are they now?
The company was started in 1993. The key issues have remained consistent through out the years. My company's belief is to produce a great quality product and to source relevant reliable stockists. These issues are still important to me as they were back in the early days and are integral to the label.
 
What was the range like back then? What is it like now?
The range carries my signature. I have always been the sole designer and as such my handwriting has not changed significantly. I guess you could say the product has definitely evolved from the early days into a more sophisticated product with a more refined look. I am really now at the stage in my business where I can focus on a niche product not necessarily a fashion product. My customers are always letting me know about the longevity of our garments and the quality which is what appeals to them. They are very loyal because we offer an individual look.

How many stores/wholesale accounts did you have back then? How many do you have now?
Our retailers have increased over the years. The focus at the inception of the company was to incorporate both local as well as export expansion. This was successful but my priorities have shifted and at present I wish to concentrate on the Australian and local industry. I prefer to deal with dependable and strong wholesale accounts. There is no point in over supply in the market place as it is counter productive to my philosophy and what I am trying to achieve.

I have always had only one stand alone retail store; now in its third location on Glenmore Road, Paddington. This is my favourite location out of the three and a fabulous destination shopping precinct.

What was the retail climate like for your business? How has it changed?
The retail climate of five years ago is similar to today's economy. It is a tough, ever changing competitive industry and the need to keep sourcing good retailers is a never ending quest. From the buyer's perspective, I am finding they are under a lot more pressure with so much more product on offer for them to consider.

What was your approach to marketing and promotions? What is it now?
As far as promotions and marketing I have preferred to be quite independent. I have produced several of our own individual shows as well as participating in Australian Fashion Week on three occasions. Over the years we have been supported by the media with editorial and this has helped generate label interest. Publicity definitely increases awareness and recently I appointed a PR consultant to concentrate on media exposure.

What was your approach to staff training? How has it changed?
Staff training for me has always been about finding the right person who appreciates the product. I prefer to work with people who share the same interests. In a small business it is important to be passionate about the product and to understand where I draw my inspiration from - art, music, travel and life experiences.

How many staff did you employ? Now?
The staff ratio is still the same; however there is now a combination of sub-contractors and employees. I prefer to have a flexible workforce, making for a happy and productive environment.

What was your greatest moment/most significant development in the past five years?
Scaling back on the export business to concentrate on the local Australian market. When exporting you have to factor in day and time delays, seasons and logistics. The Sally Smith label is about quality rather than quantity.
 
What has been the worst experience of the past five years?
Taking a break from retail when a large shopping mall opened in the Eastern Suburbs. Shopping malls are great for convenience and offer a one stop service but I prefer destination shopping strips. Retail was affected for a period but in recent years we have learnt to co-exist. The Glenmore road area of Paddington is a good example of a specialised shopping district with its eclectic mix of designers.

By Assia Benmedjdoub