European High Street chain A|Wear has revealed Australia is now one of its key target markets, with the brand poised to launch a tailored e-commerce campaign to test the waters ahead of retail expansion.
The label, founded 25 years ago, currently operates 31 stores across its home base in Ireland, in addition to its own e-boutique and stockists such as Asos, Nelly.com, Zalando.com, Littlewoods.com and Very.co.uk.
The brand has now turned its attention to Australia, and has made its collections available for locals to purchase online, as well as appointing local public relations firm Sweaty Betty to boost brand awareness ahead of further developments.
An e-commerce campaign, to be executed through online emails, specific 'international only' offers and social media will also launch from this month, with the brand hoping to double its Australian online sales from five per cent to at least 10 per cent of total online sales, according to A|Wear general manager, Samantha Bain.
“Australia has always been a market we've wanted to pursue and feedback online over the years has been something they've consistently asked for. A|Wear sales into Australia from Asos have also been strong and so, similar local stockists and partners are also being sought,” she said.
“Our sense is that this strong initial response is partly due to their [Australian's] love affair with the brand but also suggests that our product handwriting fits the lifestyle in Australia and will therefore translate well.”
Bain revealed the brand also hopes to create specific collections to coincide with the Australian seasons for 2013, with plans to also develop a local retail network once the brand cements its presence.
“We will be starting with an e-commerce push only and then looking at opportunities to open stores ourselves next year as well as following up wholesale and concession opportunities. Once the online area is established we’ll then look to key locations.”
