Brazilian shoe and accessories brand Carmen Steffens has defied the recent downturn to make a strong debut in the Australian market, while also making plans for further expansion on these shores, according to the brand’s Canberra franchisee Emilia Rossi.
In June 2010 Carmen Steffens will open its third Australian store – adding to its Canberra and Perth outlets – and a show room in Sydney. A fourth store is planned for Melbourne, while a national marketing strategy has been developed and will be implemented in 2010.
“The beauty, elegance, style and most importantly the quality of Carmen Steffens leather footwear and handbags are unparalleled and desired by many fashion conscious customers,” Rossi said. “The range and exclusivity of products include over 3000 different styles with a combination of leather prints, crystals and colourful materials.”
“The demand for Carmen Steffens products is increasing and it has not been affected by the current economic outlook and the retail climate. The Canberra market has been an absolute success and we anticipate this will be even more the case in Sydney and Melbourne.”
“Carmen Steffens is also being introduced in the upper market areas of New York and Paris, confirming its reputation as one of the most desirable fashion products currently in the market. More stores are being opened internationally.”
Carmen Steffens entered the Canberra market in April 2008 and was trading well, Rossi confirmed.
“Ever since the opening we have constantly needed to make changes to our business plan and marketing strategies to be able to compete with the surrounding well established franchises.”
The store had secured an enviable status as a destination shopping experience, thanks to its handpicked seasonal ranges and regular promotional initiatives, including monthly in store events and annual fashion showcases.
“Not only are we implementing these activities – from which we donate a percentage of sales towards local charities – for our clients to be part of our Carmen Steffens community, but we have also started to implement software which works alongside our existing client base to ensure we are able to target clients with very specific advertising and marketing campaigns.”