Billabong hopes to attract some new fashion-forward women shoppers in addition to giving something fresh to its current customers with its latest clothing collection.
The company teamed up with Australian-born Alex Spencer, creative director behind New York-based fashion blog, 4th and Bleeker, to design the clothes.
We got the scoop about the new collection from Billabong women’s Design Director Allison Roberts. Among the highlights: who the line targets, how it’s being marketed and some favorite pieces.
How did this collaboration between Billabong and 4th and Bleeker come about?
Allison Roberts: Alex grew up on the Gold Coast of Australia so was very familiar with Billabong. And as a well-known Aussie blogger, we were equally fond of her. Our Australian design team approached Alex about working together on a collaborative collection. The conversation originated around Alex being a beach lover at heart, and she was super excited about the idea of working closely with such an iconic Australian brand.
Why is Alex a good fit for the Billabong women’s brand?
Allison: Alex has an amazing sense of fashion and personal style. She knows exactly what she wants and has this unique way of merging high fashion with an unfussy, natural beach vibe.
She pretty much lives the dream – globe trotting from exotic beaches to the front row of fashion shows. Collaborating with her on this collection gave us an appetizing dose of her fresh take on fashion.
Who designed the collection?
Allison: Alex was super hands-on with this collection, from initial concept, print creation, color palette and overall styling for each piece. She knew what she wanted from the get-go and worked with our design team to see her vision come to life. Alex came to our office (in Irvine) during multiple development stages to work hands-on with our team, making sure she adored every piece.
See Page 2 for more collection details and marketing plans
How many pieces in the collection? What are the retail price points?
Allison: The entire collection is 17 pieces. It includes styles like a mesh bralette, silky black embroidered bomber jacket, perfectly worn in denim, animal-printed backless dress, lace-up skinny jeans, muscle tees, skin baring mini dresses and carry-all canvas accessories. Prices range from a $29 knit tank to $115 jacket.
How will it be marketed?
Allison: The collection is being marketed in various ways, including social media, online and various grassroots channels.
Alex designed the collection to be thrown in a suitcase for the girl on the go – whether at New York Fashion Week or road tripping with girlfriends.
So we put the collection to the test and shipped her and a few friends off to Montauk, New York to show us how they mix their personal style with each piece. Throughout the trip, they took us along for a ride and captured every moment, while posting it live on Instagram. (Editor’s Note: You can view photos from Instagram at: https://us.billabong.com/womens/blog/post/4th-bleeker-s-montauk-sneak-peek )
When did it launch and how long will it be sold?
Allison: The 4th and Bleeker collaboration is launching with our Holiday 2013 line. It’s trickling into our warehouse now and we’re all beyond excited to get our hands on our favorite pieces.
See Page 3 for who Billabong is targeting
What audience are you targeting with it and why?
Allison: It’s actually two fold. We wanted to offer something new and fresh for our current customer base and at the same time, reach out to the super fashion-forward gals that normally don’t shop at their local surf shop.
Allison: This collection will definitely speak to a new customer as well as our existing one. There is already such a buzz amongst gals that normally wouldn’t turn to Billabong for their next dress or jacket. It’s exciting to see how these girls are mixing our beach-ready favorites with their high-end pieces and blurring the line between the two worlds.
We’ve now been fortunate to grace the cover of coveted publications like Spanish Vogue, so our visibility has really widened and our reach is endless.
In Australia, the collection is being sold from Surf Dive ‘n Ski online and in stores. Will there be any stores in the United States that will carry it as well?
Allison: The collection will be sold throughout specialty retailers, our own company owned stores, as well as online.
Some accounts that are carrying the collaboration in the U.S. include PacSun, Jack’s, ZJ Boarding House, Hanalei Surf, Maui Nix, Back Country, Diane’s, Scheel’s and Town and Country.
Do you have plans for any more collaborations? Anything you can tell us about?
Allison: We’ve got some excited things in the works. Stay tuned!
