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Marketing has supported the premium push. Allen calls it ‘top-level marketing,’ which we took, after several months’ liaising with the company and learning its workings, to mean marketing that has the support of the highest management. The marketing programme has added cover-ups, shoes and towels to the product range, allowing ‘the customer [to think] of Jets as a lifestyle brand,’ said Allen.
But surely this makes the process tougher? The conventional approach is that the designer designs. There are, then, administrative people who oversee market research and management. However, Allen fits the mould of the do-it-all Australian, a jill of all trades who has had to be good at every facet.
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