Alex Perry Ditches Fashion Week To Chase Cashed Up Teen Market

Alex Perry Ditches Fashion Week To Chase Cashed Up Teen Market
SHARE
THIS



Sadly, it’s no longer just teenagers that think the world revolves around them, with celebrated Aussie fashion designed Alex Perry now chasing the lucrative kids in his latest collection.

But high fashion, lavish clothing is not his game this time around, and on Sunday Perry announced the launch of his new range, ALX, set to target females aged 16 to 25.

“We have a lot of interest from younger girls – daughters of clients and girls who see me on television – but Alex Perry is not right for them,” Perry told news.com.au.

“She knows the brand, but she’s too young to buy into the brand. Those clients don’t suit the dresses.

Look_010_AXL_385-1-600x800

A dress from the collection

“We loved the idea of designing great little dresses they can wear when they’re going out on the weekend. It’s for that younger girl and that type of clothing that she wants.

“In the fashion industry, we get so caught up in what we think fashion is supposed to be and what it should be, but what are girls actually wearing? There might be an amazing high fashion trend, but is anyone actually wearing that?”

Perry’s clothing still holds a hefty price tag of between $75 and $350, but compared to his main line of dresses, which cost between $1300 and $2200, it’s not bad.

The designer renowned for his sunglasses atop his bald head reckons there’s a hole that needs filling in terms of clothing for this age bracket, and while stores like Topshop, H&M and Zara offer affordable options, most are made of pretty poor quality materials.

Look_001_AXL_001-800x1200

These women are often still living at home, working part-time at least, and have a stack of expendable cash, which is frequently spent on clothes.

Speaking to news.com.au, retail consultant and director of research and strategy firm DGC Advisory Geoff Dart says this market could be valued “anywhere between half a billion and a billion dollars”.

“If you include what this group buys online, you’d be surprised at how large it is. They are also the children of cashed-up baby boomer parents, who often pay for things like rent and cars,” Dart said.

And while Perry’s beloved Jennifer Hawkins is typically the model fronting the fashion label, this time around YouTube video blogger and Instagram star Cartia Mallan has been enlisted to spruik the brand. The 17-year-old from Byron Bay in NSW has 257,000 Instagram followers and 274,000 YouTube subscribers.

“If you want to sell to 17-year-olds you have to talk to 17-year-olds,” Perry said of his decision to swap Jen for a younger ambassador.

Look_004_AXL_171-1-600x800

“My niece is 16. She doesn’t shop like a 30-year-old woman shops. You have to be in their headspace. Jen Hawkins is an Alex Perry girl, but so is Cartia.”

“We stalked Instagram accounts to see what the sorts of girls we love and want to dress are wearing. We looked at what Taylor Swift is wearing, those iconic girls. I went and sat in nightclubs.

“You need to get out there and look at what they’re actually wearing, buying and where they are shopping. Find out where they shop and what they want.”

 

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]