Fiebiger expands value offer

fiebiger_boots_in_the_skyMelbourne fashion footwear brand Fiebiger has re-jigged its branding and price structure in a bid broaden its market share.

Director Bianca Fiebiger, who co-founded the brand with her sister Kveta, said the company had decided to diversify its range for next autumn/winter.

The result was new sub-brand Deluxe by Fiebiger Shoes, priced around $60 a pair and positioned below flagship brand Fiebiger’s $120 to $160 price points.

The Deluxe range would feature around 40 to 60 styles, compared to the 15 to 20 styles of Fiebiger. While maintaining the Fiebiger handwriting it would also use more cost effective materials including synthetics, she said.

The new strategy was intended to woo new customers.

“There are certainly a lot of people out there who are aware of our shoes and who would love to buy a pair. The point about Fiebiger shoes is that they’re not necessarily targeted at any age demographic. They’re real statement shoes and many of them are like pieces of art. They appeal to any woman who has a lot of confidence and style and who wants to stand out from the crowd. The lower price point might appeal to younger women but it’s also about broadening our offer.”

Fiebiger is currently distributed via around 30 stockists across Australia.

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