SYDNEY: The first Australian-made advertising campaign for Mavi Jeans could go global, according to its domestic licence holder.
Mavi Jeans Australia launched its interactive strategy themed ‘Meet the Mavi’s’ last month, embracing online social media networks and traditional media placement.
Managing director Paul Hootman said it aimed to generate customer involvement with the brand and build loyalty.
“[After] a couple of couple of weeks with the strategy – it looks like [head office in] Turkey like the campaign and are thinking of running it globally,” he said.
Created by Sydney agency Bondi Advertising, it centres on human characters with the same name and a personality reflective of each jean style. For example, the Serena jean for women is represented by a young, carefree character, while the Marcus jean for men is linked to a thoughtful, sensible male.
The Turkish mid-price label was first launched into the Australian market in 2002. Approximately 18 months ago, Mavi Jeans Australia took on the domestic licence for the brand, enabling product to be better tailored to the local market.
An in-house designer was recently appointed to develop new styles, with a particular focus on growing menswear.
“Turkey have the ability to take lighter weight denims, but in this market it is all about traditional denims, whether it be 12, 13 , 14 ounce denims – so they have got that real workwear and tough, hard-wearing handle and feel,” he said.
Manufacturing to date has been done in Turkey, but regional options are being explored, such as Vietnam.
“We’ll go where we can get the product, but it has to be at the existing standard of what we built the brand on,” he said.
Expansion into a broader offer of denim skirts and shorts is planned for summer. The business operates on a stock replenishment system, with product held in a Sydney distribution centre for quick dispatch.
The label is stocked in all David Jones stores, Glue stores and 150 specialty stores. An average price for the jeans is $150.
Melinda Oliver