Seduce gets into bed with America
SYDNEY: Australian womenswear brand Seduce has defied international doom and gloom analysts by announcing a major assault on the American retail market.
The Sydney-headquartered company has just showcased its Seduce and Katherine brands at the influential Magic Fashion & Apparel trade show in Las Vegas, just six months after making a tentative launch into the US.
General manager Elizabeth Mimis confirmed Seduce had already secured a number of high-profile clients including department store Macy's and 50 independent boutiques. Los Angeles-based retailers Kitson and Maxfields and New York department store Bergdorf Goodmans also reportedly showed "keen interest" in the brand - enough to prompt further investment in Seduce's wholesale strategy for the East and West Coasts of America.
"This will be a testing time for all retailers in the US but from our standpoint, as we provide every facet of the design process from design to creation to distribution, we are able to maintain some control over our prices to suit the current economic climate favourably," Mimis said. "We will be advertising in select US publications and teaming up with associated retailers to help spread the word about our brands."
Although Mimis declined to comment on the financial investment involved in the wholesale strategy, she confirmed no plans for an American retail site were currently under way. Instead, she said the company was in the "planning stages" of franchising Seduce stores into Singapore and Dubai.
On the homefront, Seduce is preparing to launch a new evening and cocktail label 'Be Seduced By Seduce' into select retailers and boutiques from February 2009. Priced from $200 to $600, the new line will take its cue from 1930s cabaret to 1950s prom queen styles and offer "couture style designs without the catwalk price tags".
"Fine tailoring, gorgeous fabrics and a variety of cuts and styles will ensure it's clearly set apart from other formal labels in the market," Mimis said. "It's perfect for the Seduce girl who needs to wear something that 'extra bit special'".
The company's Katherine label has also scored a coup of its own, launching into four concept stores in David Jones from December 2008. The brand is stocked exclusively at David Jones along with 25 Seduce stores nationally.
Co-owner Judy Li said the core focus for the next financial year would be to ground Katherine and Seduce in the American market.
"Their versatile retail environment means there is always room for unique, fresh and innovative fashion and from the extremely warm reception we received at our first American showing, we have high hopes for both our labels there."
By Assia Benmedjdoub