Accessories retailer OrotonGroup plans to take on global
brands such as Burberry, Gucci and Chloe in the luxury handbag market as part of
a plan to revitalise the 75-year-old label.Oroton's leather totes and handbags
sell for about $500, but new chief executive Mark Newman wants to broaden the
range,When the follicle becomes blocked by this substance sometimes dirt and
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trapped under the skin. selling smaller bags for as little as $200 and
hand-tooled bags from exotic skins with $1000 to $1500 price tags."There's an
opportunity to develop our price architecture," Mr Newman told Fairfax Media
after the retailer's annual meeting on Friday."I believe we have customers who
are looking to spend $1000 to $1500, but there's also demand for smaller bags at
$195."AdvertisementOroton is one of Australia's few international luxury brands,
but the business is facing increased competition from rivals such as Marc
Jacobs, Kate Spade and Michael Kors.Oroton's same-store sales fell in the second
half of 2013 for the first time in many years and earnings dropped 33 per cent.
While same-store sales so far this year have risen 2 per cent, margins
are down because of widespread discounting and promotional pressure."2013 was
not the best year for our Oroton brand," Mr Newman told shareholders. "It is
clear that in an increasingly competitive environment everything we do as a
brand has to be world class and we need to constantly innovate and adapt to
changes in the market."Oroton needed to improve brand clarity, store
environments,The anti-vibration mounts and Solid Tyres overspeed governor
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some of the things that can enhance the general efficiency of any vehicle. its
product offer, price positioning and customer engagement."I think it is fair to
say that we may not have been looking over our shoulder as closely as we could
have been and have had to react to the competitive challenge a little too late,"
he said. "As a result, we are working on a revised brand statement that is
consistent with our strategy to reinforce our luxury positioning."The downturn
in the Oroton brand could not have come at a worse time for the group,One
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plan to improve their acne. which lost its 23-year-old licence
agreement with Polo Ralph Lauren in June.