The Australian fashion label Tigerlily has cleaned up all of its social media after confirming that it is moving in a totally new direction.
The brand, founded in 2000 by the former wife and model Jodhi Meares by James Packer, is largely known for its very small bikinis and children's clothing, but after 20 years it has decided to move the , pay attention, starting from its Instagram page.
As of midnight on Friday, over 4300 photos and video content have been removed from his official account leaving many of his strong followers baffled by the feat.
Chris Buchanan, CEO of Tigerlily, revealed to news.com.au that he is part of the new management of the company that will focus more on clothing and less on his iconic range of swimwear.
"The most common misconception is that we are a swimwear brand, but we've been in clothing for 20 years," said Buchanan.
He said that while they might be famous for their swimsuits, Tigerlily has always been a "ready-to-wear" fashion brand.
"We will focus much more on clothing as it represents 80% of our sales," he said.
Speaking exclusively with news.com.au Buchanan stated that the label will undergo a complete rebrand, launching a sophisticated but playful campaign Resort & # 39; 20 to celebrate its evolution.
This will also include moving away from its distinctive Tigerlily brand in gold.
The speculation of a shift in attention began in May of this year when the brand chose not to show off its popular bikinis at the fashion week in Sydney.
Instead, he focused firmly on clothing: a bold "return" statement after being absent from the track for 17 years.
Buchanan stated that it was a conscious decision to present a "higher offer" at that time and partly dispel the common myth about the brand – it's just a matter of swimwear.
He said it made sense to return to the fashion week runway on the eve of the brand's 20th birthday, with 2019 also marking the second evolution of the iconic Australian brand.
"Every collection we create is aspirational but accessible to women, who embrace the curiosity to explore new things," said Buchanan.
Tigerlily has also enjoyed enormous success in the international market from the United Kingdom, the Middle East and the United States.
"And all that growth comes from the clothing industry. After 20 years, we believe it is the perfect opportunity to crystallize and communicate our new brand goal ", Buchanan told news.com.au
"As we expand into new markets and grow with our consumers, there's a renewed look and perspective for the brand."
After 12 months of work, Buchanan stated that the brand is now ready for his next adventure, ignoring the move as a risky move.
"We believe that they (the customers) will respond well, because our fans who have been shopping with us since the beginning already know what we're talking about – a" ready-to-wear brand "."
"This will bring together a coherent message in all our points of contact."
From 9am on Friday, Buchanan said that Tigerlily's Instagram page has already increased by 1000 followers.
"In about half an hour, between 50 and 100 people fall – it has created incredible interest and shows that people are very much in favor of brands that want to evolve.
"The world is constantly evolving, as is consumer taste and we must evolve to remain relevant".
The official launch of the brand's new look will be unveiled on November 19, but fans will be treated with teasers on its social media, giving a preview of what the future of the label will hold.
"In an era where the experience matters most: Tigerlily is for the adventurous in the heart who seek fun, freedom and lives in the moment," said Buchanan,
The brand, which offers four prêt-à-porter collections and four holiday changes per year, operates 26 independent retail stores in Australia.
It also continues to expand globally with Selfridges, ASOS and El Corte Ingles among its growing list of distributors.
In 2009, Tigerlily's former swimsuit model and founder Jodhi Meares sold her famous brand to surfwear giant Gold Coast Billabong for an undisclosed amount.
In 2017, Billabong sold the company for $ 60 million reported to Crescent Capital Partners in the "return-to-origins" plan.
Tigerlily's revenues were around $ 30 million in 2016 and are expected to contribute between $ 7 million and $ 8 million in the year 17, according to Gold Coast Bulletin.
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