A leading European sports apparel brand has revealed plans to increase its activity in the Australian market.
Following a successful initial entry into the Australian market, French label Le Coq Sportif, – distributed in Australia by Trend Imports – has announced plans to launch a dedicated e-commerce site for Australia and New Zealand by August 2012.
The site, which will offer exclusive product ranges not available in other Le Coq Sportif stores or through its other stockists, will also tie into the brand's SS12 collection launch as well as its 130th anniversary, and will include all recent campaign images as well as videos/images from its heritage and history.
Le Coq Sportif brand manager Charles Hurtebize said the decision to launch a specific e-store for the region was made off the back of consumer demand.
“There has been a lot of work involved in creating the e-commerce site so we didn’t want to rush the project. To run properly it needs to be treated as a stand-alone store and after the launch of our flagship store in Sydney’s Westfield Pitt Street, it was the logical next step,” he said.
“Our main goal is to answer the demand we currently have for the brand. A lot of our customers are also after specific products that are currently only available from the Le Coq Sportif store in Sydney. The e-commerce store will provide our customer base in wider Australia/New Zealand with the opportunity to purchase these products.”
Hurtebize said Le Coq Sportif will also invest in a targeted anniversary campaign for the Australian and New Zealand market.
The brand will celebrate the 130 year milestone this year with an Australian window campaign titled ‘Friends of Le Coq Sportif’, devoted to local legends in music and sport. The campaign will feature Rugby Union stars Drew Mitchell and Tatafu Polota-Nau as well as indy band Cadillac.
“‘Friends of Le Coq’ is a global campaign/concept with local adaptations. The ‘Friends’ will change from one country to another to reflect what’s happening in the local market in term of products and personalities,” he said.