Every edition Ragtrader talks to a previously featured business to chart its development in the intervening years. This week it's the turn of Mavi Jeans.
COMPANY: Mavi Jeans MANAGING DIRECTOR: Paul Hootman
What were the key issues or challenges for your company five years ago? What are they now? Then - trying to establish the brand and get a foothold in the market. Now - maintaining that foothold and protecting our market whilst also looking to explore any new opportunities.
What was the range like five years ago? And now? Best described as very Turkish. Given that we are a Turkish company the product influence was driven by that market. Nowadays it is a much more forward product that caters to this market. We have the ability to develop and refine shapes especially for this and the New Zealand markets.
How many stores/wholesale accounts did you have five years ago? How many now? Five years ago we would have had maybe 60 retailers nationwide. Nowadays we have around 200 accounts across Australia.
What was the retail climate like for your business five years ago? How has it changed? The retail climate five years ago was receptive to new brands. Today the market is struggling overall which makes it tougher to launch any new labels.
What was your approach to marketing and promotions five years ago? What is it now? Back then it was very organic, as the size of the business couldn't justify the costs involved. It was more about partnering with our retailers to build the brand. Now it is still similar, however we are conscious that as the business grows we put more back in to help our retailers. We do a bit of co-op advertising and the odd bit of media to keep the brand out there.
What was your approach to staff training five years ago? And now? We never had the resources or staff to do anything five years ago. Now, good staff are the backbone of your business keeping them fresh, eager and educated is an investment in the success of the business.
How many staff did you employ five years ago? And now? Then - two. Now - 10.
What was your approach to retail technology five years ago? What is it now? We are still working off the same system which was developed by our parent company.
What was your greatest moment/most significant development in the past five years? There is no one significant moment. However the greatest impact in regard the success of the business has been finding the right staff to build the business.
What has been the worst experience of the past five years? Apart from the current doom and gloom consistently pushed by the media I'd have to say being burnt by a bad debt.
Then Name: Mavi Challenges: Establishing presence Ranges: Turkish influenced Retail climate: Receptive to new brands Staff: Two
Now Name: Mavi Challenges: Maintaining presence Ranges: Australasian targeted Retail climate: Difficult Staff: Ten
