Pierucci label spreads its wings eastwards

WA FASHION house Pierucci has acquired a building in Adelaide’s East End worth more than $1 million which will be ready for retail in late February.

This latest acquisition is one of many developments for the upmarket clothier, following the company’s foray into the Chinese market earlier this year under the ‘by Pierucci’ label.

The spin-off label is proving successful in the Chinese market as the garment sizing is quite small.

Robert Pierucci, a former partner of financial advisory firm Wheeler Grace and Pierucci, said the company had transformed its South Perth store into the Italian Shoe Clearance Centre.

Mr Pierucci said he planned to open shoe stores in Adelaide and on the east coast in the near future.

He said when the South Perth Pierucci store closed, the decision was made to restrict the number of stores to two: the long-standing Claremont store and the headquarters in Murray Street’s West End.

“We only wanted one major city store location rather than being scattered throughout every suburban shopping centre,” he said.

“People are over mass-produced fashion and don’t want to see the same garment on someone else. They are becoming more sophisticated in their tastes and looking for better value and quality.

“We needed bigger stores in fewer areas, hence the Murray Street store and factory, which produces about 30 per cent of our clothes.

“Our target market is high end and doesn’t like going to the main city shopping precinct, namely the Hay St Mall. The West End is generally a nicer part of the city.”

Mr Pierucci said the company was the first tenant in Sydney’s highly contemporary Chifley Plaza and had recently re-signed another five year lease. He said the store was about to undergo a $500,000 refurbishment.

With regards to selling the label on the Internet, Mr Pierucci is sceptical about the effectiveness of shopping for clothes online.

“The sort of fashion we’re in is not viable on the net,” he said.

“It’s hard enough as it is finding clothes that fit well and are comfortable without not being able to actually see it before you buy it.

“You like to see how it hangs on your body and feel the fabric. There are also different sizing standards between labels.

“It may be effective with generic items such as jeans and t-shirts, but the only way I could see it working with other clothes would be if you could key in your own specifications and have a virtual model of your self try on different items,” he said.

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