Brand to gain high end ‘zing’

9 August 2010

From producing upmarket ladies shoes to collaborating with sporting brand Bouncewear to create a dance boot for the Hip Hop market, Jae Stuchbery, designer and founder of Ettie Zing, has certainly done her share of footwork.

Now the Australian designer, who works between her home country and Hong Kong, is planning to launch a higher end version of her renowned footwear under the ‘Jae Stuchbery' brand name. The move, as she explains, is all part of a strategy to re-structure her offer for the Australian market.

"A lot of my designs are fairly ‘out there', so what I've done is pulled back a bit with the Ettie Zing designs, meaning the new Jae Stuchbery brand will allow me to be a bit more daring and creative."

The new label, set to retail for around $150 to $270 (compared with Ettie Zing's price points of $80 to $150) will initially comprise a small capsule collection of shoes and matching bags.

"There will be some special touches, such as the fact that I'm using lamb leather instead of pig leather for the linings," she said, adding she hoped to showcase the new brand along side the Ettie Zing brand at Australian Shoe Fair later this month.

Defined as unique footwear for the modern day woman, Ettie Zing comprises beautifully crafted footwear with an eye for great materials and looks that is style-aware without being a slave to fashion.

Currently selling throughout Australia, New Zealand, Hong Kong, Taiwan and Singapore, Ettie Zing's parent business also runs a thriving private label venture, working with companies to create custom designed footwear under their own branding, from initial design through to sampling, production and quality control.

Ettie Zing will showcase its Autumn Winter 2011 ranges at Australian Shoe Fair from 29-31 August at Melbourne Exhibition Centre.

www.ettiezing.com

 

 

Comments

Christelle

I can't wait to come and see the ranges! What stand number is Ettie Zing showcasing the ranges on?

Admin

Hi Christelle, you will be able to find Ettie Zing at stand 1346.

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