Q& A: TANIA AUSTIN

TANIA AUSTIN IS THE POW­ER­HOUSE BE­HIND DECJUBA. SHE TALKS ABOUT HOW THE BRAND HAS EVOLVED, ITS EX­PAN­SION INTO KIDSWEAR AND HER FO­CUS ON GIV­ING BACK

Townsville Bulletin - Townsville Eye - - Fashion -

TELL US ABOUT DECJUBA AND HOW IT CAME ABOUT?

When I pur­chased Decjuba in 2008 there were five stores. We fo­cused on re­launch­ing the brand and today we have over 75 phys­i­cal stores across Aus­tralia and New Zealand and an in­cred­i­ble on­line pres­ence — an achieve­ment I am in­cred­i­bly proud of. We’ve changed a lot since then, work­ing on the prod­uct of­fer­ing to re­fine the brand, en­sur­ing that our of­fer is amaz­ing at ev­ery touch­point. Back in 2008 I saw a gap in the mar­ket for amaz­ing prod­uct that worked for ev­ery­day life — my vi­sion back then has trans­formed Decjuba into the brand it is today. We have worked hard to cre­ate a unique of­fer­ing that de­liv­ers clas­sic fash­ion with edge. It’s im­por­tant to me that we cre­ated a brand that de­liv­ers what our cus­tomers want, that’s our only goal.

WHAT IS YOUR FASH­ION BACK­GROUND?

I fell into fash­ion when I was study­ing at the Univer­sity of West­ern Aus­tralia. I had part-time roles in bou­tiques in Perth and that got me think­ing about what it was that women wanted to wear and what it was that was miss­ing.

DOES THE BRAND RE­FLECT YOUR PER­SONAL STYLE?

Def­i­nitely. At the end of the day Decjuba is about de­liv­er­ing fash­ion women want and need — it’s not about me, it’s much big­ger than that.

HOW HAS THE BRAND GROWN OVER THE YEARS?

One of the big­gest things we fo­cus on is growth. We al­ways look for­ward — we don’t think we are try­ing hard enough unless we are mak­ing mis­takes. Our catch­phrase is ‘fail fast and fail of­ten’. We’re al­ways look­ing for ways to ex­pand and in­no­vate, lead­ing to the cre­ation of D-LUXE Ba­sics in 2016 and Decjuba Kids, which launched in Au­gust. We have a strong store growth plan that will take us to 100 Decjuba stores and 20 Decjuba Kids stores by the end of 2018. We also have a strong on­line pres­ence and we are launch­ing a new web­site with func­tion­al­ity and fea­tures that will make our on­line shop­ping ex­pe­ri­ence seam­less.

THERE IS A STRONG ETH­I­CAL SENSE TO THE BRAND, WHY IS THIS IM­POR­TANT TO YOU?

Eth­i­cal prac­tices are at the core of our val­ues and our de­ci­sion mak­ing — ev­ery­one should be treated with dig­nity and re­spect. We have a strong set of non-ne­go­tiable prin­ci­ples re­gard­ing wages, an­i­mal rights, bribery and cor­rup­tion that our sup­pli­ers must com­ply with..

Tania Austin

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