Fred Perry is making a push on this side of the pond.
Although the preppy-hipster U.K. women’s line has been in the States for more than a year, 2007 will be an expansion period for the brand in America, particularly the women’s portion.
“We’ve been around for three seasons, but we’ve purposely kept the business very small,”; said David Ward, sales director for Fred Perry. “This is a proper launch for the first time for the women’s wear business in the U.S. It’s such a major market, you can’t just do it half-cocked. You can’t just bang your little cymbals and hope the whole country will hear. “;
Following the hiring of a new head of design and a new women’s wear designer, the company enlisted Brothers & Sisters Showroom in New York to promote the women’s line and now is looking for a local p.r. agency. The marketing budget here is almost doubling, and there are plans to open two New York stores in the next year.
The design is more female friendly, too. The company feminized some of its classic fare in fit, color and fabrics. In addition, Fred Perry has added at least half a dozen U.S. market-specific items to the 50-piece women’s line. As well as the classic Fred Perry polos, there are now oversize sweater dresses, cardigans and tracksuits in lavender and tan with merlot trims. The better-priced brand is also collaborating with designers like Jessica Ogden to create styles with a higher fashion quotient. Wholesale prices range from $30 to $200.
Brothers & Sisters’ strategy is to start the brand at cool, hipster boutiques and let it “trickle up”; to stores like Barneys New York after Fred Perry gains “street credibility with the cool kids downtown,”; said a spokeswoman for Brothers & Sisters.
Advertising will follow the same philosophy, targeting underground blogs and style and music magazines like Nylon, Spin and Fader.
The British brand, which has been around for more than half a century, now does about $110 million in wholesale volume worldwide. Women’s currently makes up less than a fifth of the business, and the short-term goal is to grow women’s to about 25 percent of sales.