Is it possible to juggle both? A household fashion name opens up about the balancing act.
In February this year, fashion footwear label Tony Bianco launched its first-ever Sydney flagship store on Oxford Street in The Intersection Paddington strip.
Speaking exclusively to Ragtrader as part of the March print edition, Tony Bianco director Anthony Bianco revealed the store was part of a larger retail rollout as the brand geared for a change of direction.
The move marked a shift for the brand which, until now, had been predominantly wholesale with footwear chain Wanted Shoes one its strongest supporters.
However, Bianco said adding a vertical component to the business is essential for the growth and evolution of the brand in this changing market.
“Retail has changed. Wholesale has changed and online has facilitated all of this. Whilst we have a very successful online business, as a brand we needed to continue to move forward – taking control of our own destiny has really fuelled our desire and need to create a retail presence.
“The speed in which fashion is dictated by the consumer is a really exciting challenge – we’re now able to do small runs, direct from our manufacturer to our stores without any red tape.”
Bianco said the decision to open up stand-alone boutiques was heavily influenced by “brand loyalists” who he felt would benefit from showcasing the depth of collection from the Tony Bianco brand.
“One of the main priorities in opening The Intersection Boutique was the ability to really showcase our entire collection, which is traditionally difficult to do when you are a wholesaler.
“The Intersection has everything our online store showcases – our high fashion, our directional trends, bridal, Tony Bianco exclusives, collaborations, Tony Bianco eyewear, Tony Bianco leather handbags.”
Next on the list is a string of concession stores set to open via Myer Chadstone, Myer Melbourne and Myer Sydney City from next month.
However, Bianco said that while the period leading up to the first flagship opening was stressful at times, its continuing relationship Wanted Shoes as a key stockist remains intact.
According to Bianco, transparency and open discussion during the process have been key.
“We’re proud to say we have a very long, successful and respectful business relationship with the team at Wanted Shoes. We flagged our interest in opening a store in Sydney with Wanted Shoes around the middle of 2013.
“Wanted Shoes are more than just a wholesale account to Tony Bianco’s business, they are part of our extended family and we’ve developed a mutual co-opeition here with the two brands (means that we work together to create benefits for both parties and the consumer in NSW)”.
Going forward, Bianco has confirmed that the brand has big plans for the future which span far wider than its domestic footprint.
Next month, the brand will again team with iconic designer Alex Perry to showcase shoes created specifically for his Mercedes-Benz Fashion Week Australia runway show.
The range will be available to pre-order through Tony Bianco boutiques and its online store by 2pm the day of the show.
“We have a targeted social media campaign and e-commerce strategy that is implemented following the show so that we can capitalise on the excitement about the styles and not miss any opportunity,” Bianco said.
Global moves are also on the cards.
“We soft-launched international shipping around the time the Alex Perry collaboration went nuts last year, and that has proved fruitful.
“Our two biggest markets to date are the US and UK – we’d like to make more of this, and really market the brand to our international consumers. How we do and achieve this is a big part of this years marketing strategy and then, who knows.”