Then and Now: David Mendels.

Every edition Ragtrader talks to a previously profiled brand about how it has developed in the intervening years. This week, Assia Benmedjdoub caught up with International Fashion Group managing director David Mendels.

Company:International Fashion Group (IFG)
Managing director: David Mendels

What were the key issues or challenges for your company when you started out?
To establish leading premium brands such as True Religion, which were being sold in leading retail stores throughout the world, within the Australian market.

What are they now?
Keeping up with store demands due to our exponential growth.

What was the range like back then?
The range was initially just True Religion brand jeans

What is the range like today?
The range now includes eight international labels: TRBJ, 7 For All Mankind, Paige, Rich & Skinny, 575, Siwy, Da-Nang, C&C California and Doma. We also have two Australian labels: Leon Henry and Frost.

How many stores/wholesale accounts did you have back then?
50

How many do you have now?
We have over 350 accounts in all parts of the Australian and New Zealand market. We supply small boutiques, multi-door boutiques and department stores.

What was the retail climate like for your business back then?
Neither the retailers not consumers were as exposed to the level of premium products as they are today.

How has it changed?
Price points are no longer as much of an issue, with stores selling premium products at premium prices with ease.

What was your approach to marketing and promotions? What is it now?
Initially we outsourced all public relations and it was just about developing brand awareness. We now have inhouse PR that looks after all aspects of marketing. The focus is still brand awareness as well as education and this is achieved through basic PR, celebrity seeding, fashion launches and sponsorships with appropriate partners.

What was your approach to staff training then? How has it changed?
Staff training used to be literally learning as we went. Of course this still occurs, but we now have a number of seminars, training nights and conferences to educate staff - not only our own but also retailers. IFG also takes staff overseas to meet suppliers in the US and Europe to allow them to understand how retailing differs and to understand the impact of fashion- particularly denim, has on the market.

How many staff did you employ? And now?
The company started off with two people. Now we are 18 strong with sales agents in South Australia, Western Australia and New Zealand. We are about to open a second showroom in Melbourne and have just moved to a new office in Sydney, which is double the size of the previous space, in order to accommodate our growth.

What was your greatest moment/most significant development in the past five years?
Obtaining the distribution rights for True Religion Brand Jeans, 7 For All Mankind and Paige Premium Denim which are the dominant players of premium denim in all major boutiques and department stores, world wide. 

What has been the worst experience of the past five years?
Moving offices twice in Sydney!

Any other comments?
IFG looks forward to continuing to grow and offering the latest and greatest fashion products from overseas and domestically, as it happens. We are excited to continue to support our extremely valued customers and can't wait for an amazing 2008.

By Assia Benmedjdoub