something about discerning fashionistas

As a true trendsetter in the fashion industry, Le Specs still sets the pace for innovation in fast fashion, enjoying its third year of sustained success. Employed in a myriad of prevalent fashion TV shows, the brands popularity seems to have no bounds. Whether it's a Melbourne catwalk or a Bondi boardwalk, Le Specs is sure to have you eyes covered - the brand is back.

It's true that I just bought a pair of Le Specs low-priced sunnies, yet it's true that I'm still a genuine brand snob. Three years ago I knew nothing about Le Specs; neither about their products not about the brand itself. For a company established over 27 years ago, selling over a million unit in its first year, it may seem strange that brand recognition has been relatively low since. The revival however is anything but strange, but rather quite extraordinary. Today, thousands of stockists worldwide, yet particularly in Australia and Sweden, line up to snatch a piece of the inventory to be able to satisfy the boosting demand.

The style of Le Specs products are naturally inspired by French haute couture fashion and the 08/09 range offers models for wide, squeesed, high, low, round, angular, pretty and ugly faces. Except for PR, wearers are the main carriers of the message. An inexpensive price strategy allow anyone to own a pair and any store to stock some pairs. Hence, consumers are the exhibitionists and if their pretty faces promote the sunnies well a Le Specs stockist may be just around the corner.

Undoubtedly, the strategy has been effective. Le Specs have become a mature brand in the domestic [Australian] market, particularly among Gen Y; moreover, an exceedingly broad audience of that particular population. Innovation is naturally essential to keep up with current fashions, because trends are, of course, only trends. However, product extension is another objective that could nudge the brand into additional markets.

Using an analogy, Le Specs are like global outfitters American Apparel, only niched to sunnies. And plus they go very well together. Despite I being a snob, American Apparel are my purveyors in terms of garments. Even though their cloths and accessories are ridiculously inexpensive, they radiate an iconic image that many young people want to be recognised with. Exactly that does Le Specs, so let's hope they can continue to evolve. Viva Le Specs!