What’s behind the re-emergence of teen fashion brand Pavement?

In 2020, Australian teen fashion brand Pavement joined a large list of retailers that entered voluntary administration, citing the Covid-19 pandemic as a major factor contributing to their exit from the retail landscape. 

However, last month Designworks, the wholesale arm of Brand Collective, a leading house of lifestyle brands in Australia, announced that it was relaunching Pavement in the marketplace through the discount department store Big W. 

Here, Designworks divisional general manager Brooke Norton discusses why it has relaunched with Big W, how Pavement’s product line will look different compared to previous ranges, and what’s next for the brand.

Inside Retail: Tell me about Pavement’s relaunch in collaboration with Big W. How did it come to be, how significant will its presence be in Big W, and what can customers expect from this new collaboration?

Brooke Norton: The team and Designworks and Big W understood the power of Pavement, being parents themselves. Our detailed consumer research uncovered that there was still a great appetite for a brand that caters for the tricky teen and tween age group that is parent-approved. The brand and product hits the sweet spot that appeals to both parents and daughters. 

For parents it’s allowing their girls to have a sense of independence in what they wear, and that is fun, on-trend but also age-appropriate and great value. And for daughters it’s the opportunity to make their own choices and express their own style with a parent approved range. 

This month, we expand into a new category [with] a new skin collection range. [Ultimately, we] wanted to offer a cruelty free, affordable option that is about fun, self care and positivity.

IR: Can you discuss the factors that led to voluntary administration in 2020, and how the business will look and feel different following its re-entry into the Australian market? 

BN: Covid had a major impact on the profitability of the Pavement chain as it did many other retail brands and centres. After the closure of the retail stores, the head of design and production took over ownership of the brand, and has worked closely with Designworks to bring the brand back to life through Big W. The Pavement range at Big W is more casual than previous ranges, following the current lifestyle street trends that appeal to this age group.

IR: Why was Jada-Lee Henry chosen as the face of Pavement’s brand campaign, and what will the upcoming campaign look like? 

BN: Jada-Lee has a great energy and confidence that embodies the Pavement DNA. She is positive, fun, down to earth and – with her role in the Netflix series Gymnastics Academy – she has a strong following in the relevant audience. We worked closely with Jada-Lee and her mum Emma during the campaign to gain insights into the collection, incorporating both their perspectives. As a brand offering sizes for girls aged eight to 18, our future campaigns speak to girls of this age across a variety of sizes and backgrounds. 

IR: How does the brand emphasise affordability, and does this come at a cost in terms of sustainable production? 

BN: We have added a sustainable element to each piece in a commitment to try and reduce our impact. For example, our boyfriend tee is made from organic cotton, while our singlet tank uses recycled polyester. 

IR: How significant will Pavement’s presence be across Big W? Are there plans for expansion beyond this partnership? 

BN: The initial launch has seen Pavement available in 90 stores nationally with a view to expand with future ranges, and supported with digital, social and in store marketing. As we focus on brand awareness and the next generation of Pavement [consumers], we’re excited to see the growth we’re confident will be achieved through the Big W retail network. 

The post What’s behind the re-emergence of teen fashion brand Pavement? appeared first on Inside Retail Australia.