This is Esprit Australia as you've never seen it before.
The global fashion giant is preparing to launch its new fast-to-market trend division across Australia and New Zealand.
The initiative has been developed under the leadership of group chief executive Jose Manual Martinez Gutierrez.
Gutierrez was formerly the group director of distribution and operations for Inditex, owner of Zara.
The trend division is based on a vertically integrated model launched successfully in Europe.
Introduced to the womenswear business, it immediately reacts to market demand for runway trends, colours and shapes.
Esprit Australia and New Zealand country manager Chris Laverty said it offers consumers trend-driven looks at the best possible value for money.
“The goals we set to regain Esprit’s international competitiveness were ambitious, and we are starting to see positive results, particularly with the introduction of Trend Division.
“I am pleased to announce that we will be launching the range in Australia this May with the first collection arriving online at esprit.com.au and in the Myer Sydney concession store, and following in Esprit ANZ stores and Esprit Myer concessions across Australia in the next few months.”
The trend division is the latest addition to the online store.
"Only six months since launch, esprit.com.au has been incredibly successful allowing the roll out of maternity and an extended children’s range including youth fashion to our Australia and New Zealand customer," Laverty said.
"With further investment already planned we have more features and ranges still to come."
As part of the new business model, existing stores will be replaced with new locations and store designs that better reflect the global concept.
This will include the relocation of the Sydney city store from the current site in Pitt Street Mall to a new location.
This month another new Esprit concept store will open at Indooroopilly store, bringing the number of new format stores in the last 12 months to six.
A further four new concept stores are planned before the end of 2014.
ESPRIT: Fresh outlook.
