7) TAK­ING STOCK

Collective Hub - - STYLE MAKERS - GO WITH YOUR GUT AT­TEN­TION TO DE­TAIL IS KEY

“[We] def­i­nitely lis­ten to our cus­tomers and we are al­ways re­ally in­ter­ested to see what they’re buy­ing and how that changes ev­ery sea­son. We re­view how each style has sold at the end of ev­ery week, at the end of ev­ery month and at the end of ev­ery sea­son. It is like a con­stant process… so we can re­act to sales by de­sign­ing ei­ther an up­dated style or re­peat­ing a style or a print or fab­ric,” says Alexie. “[We look] at what colours [our cus­tomers] loved… and we also talk to our stores and visit our stores.” This stage of the process en­sures the de­sign­ers can both con­tinue and evolve Veronika Maine’s sig­na­ture style. “We want to dif­fer­en­ti­ate our­selves and make pieces that re­ally stand out that you won’t find in other stores,” Gill says. “We’re a real de­sign-lead busi­ness, we’re not dic­tated to by buy­ers or plan­ners. A lot of it goes on gut in­stinct and what we’re feel­ing at that time so there’s a lot of cre­ativ­ity.”

“When you go shop­ping and you see every­thing look­ing beau­ti­ful on the rails you just wouldn’t be­lieve what goes on be­hind it,” says Gill. A print might come in or the colour needs fur­ther de­vel­op­ment, or the feel of the fab­ric is not quite right, or the wrong zip may have been used in pro­duc­tion. “All these things are a con­stant jug­gling act,” says Gill, how­ever the brand re­tains a stead­fast com­mit­ment to the high­est qual­ity and at­ten­tion to de­tail – ev­i­dently key to its cus­tomers’ loy­alty and the com­pany’s over­ar­ch­ing suc­cess.

Newspapers in English

Newspapers from Australia

© PressReader. All rights reserved.