Oroton is currently hunting marketing talent who can help the brand continue on its luxury journey.
The Australian accessories business has spent the last 18 months re-establishing its luxury credentials, by doing a deep dive into the brand, which resulted in cutting down on discounting, redesigning its stores and evaluating its product. It also named Australian actress, Rose Byrne, as the face of the brand.
Now Oroton is looking to up its marketing investment in order to continue to target the next generation of luxury consumer. The business also has some marketing and design roles to fill after creative director and general manager of the business, Ana Maria Escobar, recently left the company after nine years.
Oroton Group’s CEO and managing director, Mark Newman, told AdNews that the business is now determining the skills the brand needs to take its next steps.
“Marketing a brand these days isn't just about the campaign, faces of brands or celebrity endorsements. There's huge amount of other stuff that goes on around it, such as social, digital and creating extra content that really communicates the spirit of the brand, but always making sure that it's in that Australian luxury space,” Newman says.
Oroton currently doesn't have a CMO, but Newman explains that could be an option, however he finds looking for an individual who has both strong digital credentials and brand building skills tough.
“The sort of skills we're looking for in the business are those that are relevant to how the next generation wants to interact with brands and how they interact with each other,” he explains.
“Clearly digital and social is a really fundamental part of that. The fact is, Instagram has only been around for just over five years, Snapchat has only been around for just over three years, so to have someone that has real in-depth experience, but who is also senior and has the marketing and brand building experience it's hard to find.”
Newman says Oroton has increased its marketing spend over the last couple of years by double digits, and will continue to do so over the next couple of years, adding: “We're committed to investing in marketing for the brand as we go through this reposition process.”
The business is currently preparing to reveal its half-year results, with Newman saying there's still more growth left in the business, off the back of the turnaround.
“We're already getting some good growth out of the business, we went through a really tough process through that repositioning period, but absolutely we see growth in this business.
“We see an opportunity for us to grow and regain market share and we'll do that again by being able to engage with the new customer group, with the existing customer group and making sure we have a compelling brand, a great product and present them in the right space.”
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