Womenswear brand Cooper St is poised to relaunch under its new ownership, with plans to double sales through an extensive marketing push.
The brand, which was purchased by wholesale supplier KCX International late last year with the takeover effective as of March 2012, is currently stocked in over 300 boutiques nationally, plus all Myer stores.
KCX, which only recently began branching out to purchase brands such as Cooper St and fashion label Cassette Society, has been working to refresh the Cooper St image ahead of the relaunch from mid-August.
According to Cooper St brand manager Sally Collinson, the key focus currently is to regain Cooper St's local market share, with a series of initial marketing initiatives scheduled to start from this month.
These will include high impact outdoor advertising including buses and billboards, prominent magazine advertisements and a strong digital site presence.
The marketing strategy will also comprise a targeted social media campaign, covering all facets from Facebook to Instagram, and including daily posts, monthly promotions, campaign videos and behind-the-scenes content in order to boost the brand's customer base.
Collinson said the company is also working towards an e-commerce store, which is set to launch within the next six months.
“We have lots of future plans and goals for the business, hence our large investment in the spring/summer campaign where we expect to see results in brand awareness and regain our position alongside our competitors. Overall, our intentions are to increase the current business by over 50 per cent in the next coming years,” she said. Daniela Aroche
