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Australian fashion brands in the US fashion market

Certain Australian fashion brands are bucking the recession trend by advancing their fashion audiences out of Australia and into the Big Apple – New York. Over the past 12 months, fashionreview.com.au has covered a number of fashion news stories including the Lisa Ho Mad Cortes Split, Herringbone bankruptcy and Peter Alexander US store closures. However, Australian fashion labels Zimmermann, Tigerlily and Canturi although contrasting in their fashion ranges and focus, have the commonality of expanding into the American fashion market.
Zimmermann, run and represented by sisters Simone and Nicky Zimmermann are well known for their womens boutique fashion collections which include unique fabric prints on flattering dresses, and ready to wear womens designer swimwear. Tigerlily, founded by Johdi Meares has a focus on womens bikini’s and is viewed as a more mainstream fashion label after being bought out by Aussie surf label icon Billabong 2 years ago. Stefano Canturi and his self-titled high-end jewellery fashion label Canturi is viewed as one of the highest quality fine-jewellers in Australia, with flagship stores in Sydney, Melbourne, Brisbane, Las Vegas and now New York.

Zimmerman summer fashion – womens swimwear

 

Tigerlily Summer Fashion – bikini swimwear

Stefano Canturi will be well presented sitting on the corner of 66th and the world famous Madison Avenue. His surrounding competitors including internationally acclaimed fashion house Bvlgari (who actually announced a 23% decline in profits for the first quarter of 2009). As another guide, Tiffany and Co announced a 42% decline across the same period for its flagship 5th Avenue store – a clear indication that the global slowdown has hit the once considered ‘recession-proof’ high-end jewellers. So why would Canturi be taking a punt in lavish New York city when so many fashion-house giants seems to be struggling? Well to put it simply, Stefano Canturi noted in his recent interview with The Australian (22nd July 09) that his New York concept was a ten year plan that was not a ‘punt’ at all. His test market in the US was Las Vegas, and he believes New York will be a standing success. Why else would he sign a ten year lease if he didn’t intend Canturi to stock around!
Zimmermann and Tigerlily are two fashion labels that are readily stocked in stores throughout the American market. Zimmerman has approximately 90 retailers (including Saks & Barneys) while Tigerlily has around 20. The two fashion labels recent showings within New York are testament to the fact that the fashion industry must continue to move in forward motions despite uncertainty in the global economy. Although acknowledging a slowdown in some areas, Zimmermann notes that its brand has grown by a whole 25% over the past twelve months.

Canturi Diamond Ring

If any conclusion can be drawn from labels such as Zimmermann, Tigerlily and Canturi, it’s that a fashion labels brand recognition is more important that ever when times are uncertain. Reiterate quality with style, expand your brand name, yet keep that element of exclusivity and you might just have a winning combination.

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2 Responses to “Canturi, Zimmermann, Tigerlily – New York Fashion Market”

1. american fashion needs help! says:

   July 25, 2009 at 4:43 pm

   the american fashion industry needs all the help it can get! If their major exports are ralph lauren, tommy hilfiger and abercrombie & fitch – no wonder Australian fashion brands think they have a crash hot chance of doing well in new york fashion market. All credit to Canturi for establishing himself as a respected high end jeweller too.

   Reply
2. nino says:

   August 6, 2009 at 11:58 pm

   the larger the audience, the larger the chance of getting a sale! these aussie fashion labels are simply trying to gain some sort of brand recognition in a large market – if they can pull it off in new york, they can sell their stuff in any big city.

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