APPAREL MONTH: Brick & Mortar Brands debuts

Former Mighty Fine marketing director sets up new firm within the fashion sector.
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The former marketing director of fashion design studio Mighty Fine has set up his own firm, with the aim being to simplify the 'complex' world of fashion brand development.

Justin Watson - who at Mighty Fine was responsible for launching its knit-top collection Trash & Luxury, as well as opening junior sportswear collection French Kitty's first concept store in Thailand - has opened BAM Brick & Mortar Brands.

The company - which is based in Melbourne, Australia - is looking to offer businesses a low risk model to expand their brand into new markets and product categories.

"While the retail market may be a little glum there are so many great brands which are successful in their core product category/market that are yet to realise their full potential," said Watson. "Now is the perfect time to be innovative and increase market share."

BAM will oversee creative direction, marketing and strategy development including the communication and licensing aspects of dealing with retailers and manufacturers.

And Watson already has two Mighty Fine labels on its roster - French Kitty and Trash & Luxury - which he is looking to grow internationally.


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