MAX reveals Australasian expansion strategy
For Immediate Release: MONDAY December 1
The only way is up: MAX reveals Australasian expansion strategy
The iconic New Zealand fashion brand, Max, is leveraging its market strength to expand into Australia and in addition has revealed a number of strategic developments for its 39-store strong NZ business.
Max also announced this week that it has signed as the exclusive fashion sponsor of TV3’s 2009 series, New Zealand’s Next Top Model, and has brought on board leading Australian fashion designer Kirrily Johnston to design a “capsule collection,” which will be available instore in NZ in March.
“We want to keep moving forward,” says Max marketing director Sandy Burgham.
“We’re a fashion house, we can’t stand still and even in a less than fabulous economic cycle, we absolutely believe that a great brand like Max needs to be positive about the future and we’ve come up with what we believe is a watertight strategy that will see us continue to evolve."
Core changes now being revealed include upgrading the fabrics used by the company and investment in more detailed designs, without necessarily moving retail price points upwards. Max will also reveal a new visual identity and revamped store fit-outs next year.
“We are totally focused on the future, but we’re also aware that our customers are having to make careful decisions about their fashion spending,” says Sandy Burgham. “By going through every aspect of our business we’ve been able to make some really important changes in the way we create the range and how we present the brand, so we can keep the whole offering fresh and exciting to both new and existing customers”.
Further details of Max’s Australian launch will be revealed in early 2009. The launch will incorporate a leading-edge e-commerce website. After being bought in December 2007 by Australasia’s largest and most successful multi channel retailer, EziBuy, Max has been able to leverage the functionality and expertise of the EziBuy e-commerce success.
“EziBuy has allowed us to grow beyond these borders,” says Sandy Burgham. “It’s a perfect partnership that allows us to reach for the stars, which is exactly what we’re doing."