Other Australian brands are struggling. So what’s Rebecca Vallance doing right?
Already a subscriber?Before Rebecca Vallance was a designer, when she was growing up in Ballarat, she worked in retail. Just 13 years old, the young Vallance lied about her age to get a job at Cotton On, then a small business run by Nigel and Tania Austin.
The brand sits almost outside of Australian fashion; more than half of the business’s direct orders come from overseas along with 89 per cent of wholesale orders.. Vallance’s collections, often highly embellished with feathers, pearl buttons and bows, are unashamedly feminine. In this way the brand might be seen as the heir to Carla Zampatti, which dressed business leaders and politicians for decades .But perhaps most crucially, and unlike a brand like Carla Zampatti, the collections need to hit the right notes for a global audience. Vallance might personally dislike orange, but her American customers can’t get enough of it. And with more than half of direct online sales coming from the US, it’s a preference she needs to indulge.
“It’s brutal and I wouldn’t want anyone in my team to do it, but I need to know that I’ve done the work.” Vallance pauses before adding: “The thing I really hate is when someone presents a great strategy but they don’t back it up with the work.”
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