Andrea Moore Design
Marketing
Store opening invitation (click to enlarge)
In store
Clothes are about communication – they touch people through their lifestyle sense, through their individuality, their dreams.
The fashion industry in New Zealand is a tough place to be. It's highly competitive and it's a small market. It is all about delivering new, exciting product continuously and building a brand that sells itself with ease.
The target audience for Andrea Moore Design ranges from people in their late 20s up to people in their 50s.
It is important to create/develop a theme for each of the four ranges in order to create editorial, and accessories to complement the garments. Fashion writers and other media will become aware of the range themes and will know when to visit to write about the next new range, hence future forecasts and excellent exposure with little PR financial outlay. The range themes are not only design tools but also publicity tools, which is very important.
Refinement of the four ranges a year concept is ongoing. Andrea Moore Design is still working on just how many styles should constitute a range; the numbers always creep up and more are added in, but basically 20 garments is the target. Another marketing advantage in producing four ranges a year is that customers always see something new, and with the occasional extra design slipped in during the year, along with sales held periodically there is always something new to see especially within the two stores. Thus foot traffic is high due to constant change.
Andrea says “it's all very interesting, we still have to tighten the range a little bit more to make them a little bit more captual. We have definitely become retailers as opposed to wholesalers."
Andrea is looking to introduce four other designer labels into the two stores which will always be there. They will be good, easy sellers, the bread and butter look so if there is trouble keeping up with demand in other areas then the shop never looks low in stock and sales never drop below a certain point.
