 
Top:
Calyxy bra and tanga in tangerine. Above: Bayou bra and bikini
pant in flash pink. |
continued
Bendon has done exceptionally well Down Under establishing
the Elle Macpherson brand and is now targeting new markets. With the reader
interest in Elle remaining high, it could do well.
There are concerns. The first is that a cluster of fashion
houses in Auckland, New Zealand, where the Bendon Group is based, has
been dismissed by industry players, according to The New Zealand Herald.
The possibility of the private sector forming alliances for export seems
less likely. This is a smaller matter, given Bendon has been successful
in commencing ventures by itself.
The second concern is more tied to the development of
the brand. A regional European strategy might have to be implemented,
because Elle Macpherson Intimates is less well known there than in its
home country. It will mean a new launch phase for the brand. Meanwhile,
those familiar with it have grown with it, accepting that Elle Macpherson
is a mother and businesswoman. It is accepted that a new season brings
with it a new collection from Elle Macpherson.
The bottom line is that provided both men and women
continue to have interest in Elle Macpherson, the supermodel, then it
would logically translate to interest in Elle Macpherson, the brand. 
Lucire: ‘Elle
Macpherson, the brand’—a 10-year celebration (December 2000)
Lucire:
‘Bra and associations’ (December 2000)
Lucire:
‘Reshaping the future’—the Elle Macpherson Silicone
Valley bra (September 2000)
Visit Bendon
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