Aussie Dogs is capitalizing on the ongoing popularity of sheepskin with the fall ’11 launch of a lower-priced sister brand and new marketing initiatives.
The San Clemente, Calif.-based company, founded in 1989 by Chris Watt, is reaching out to young female customers with Aussie Girl, a collection of trend-driven styles done in uppers of microfiber and faux sheepskin. Retailing at $29 to $59, the line is targeted at big box stores and shoe chains, with delivery set for August.
Julie Marconi, recently named director of global sales and marketing, said the company is also stepping up its marketing. “We want to get back to our [California] base,” she said. Plans include the sponsorship of local high school and college athletic teams.
On a broader scale, this February the company will update its Facebook page and add Twitter and Foursquare. “We’ve been in business 20 years,” said Marconi. “While we’re established with core customers, a lot of people don’t know about the brand. We want to [create] a consistent message in the marketplace.”
The company has also named Driven Public Relations of Temecula, Calif., as its agency.