AGENDA: GroupY's Emerge brand-building conference returns on Jan. 6.
SURFRIDER: "Protect What You Love" holiday appeal.
MOSS ADAMS: Plan now for tax season.
Details on Industry Insight.
It was a busy trade show season and we are still catching up with our brand updates. Today, we hear from Fyasko based on my interview with Sales Manager Mike Murphy at S.L.A.T.E.
Fyasko is a lifestyle brand that has been around since 2003 and sells to core accounts, boutiques and better lifestyle mall shops.
Like many smaller brands, Mike said they completely revamped how they do business over the last few years, especially since a good chunk of their accounts are no longer in existence.
“The economy forced us to be better business people so the end result is better product, better service, and more creative marketing,” he said.
Over the last year and a half, Mike said they’ve repositioned Fyasko and expanded the account base domestically.
Besides doing a small rebranding, he said they’ve been doing collabs with artists, an exclusive with Urban Outfitters, and focused marketing more on instore visuals, grassroots events and artist/athlete sponsorships rather than print advertising.
Currently, Fyasko sells to over 1,500 doors nationwide including accounts such as Pacsun, Tilly’s, Active, and Jack’s.
Fyasko has been pushing its East Coast presence and recently landed accounts such as South Moon Under, Brave New World, and a handful of other core retailers.
Internationally, Australia and Japan are Fyasko’s best markets, though they are working to grow other territories as well.
At the show, I got a chance to check out the line and noticed the brand has a full range of apparel items from Ts, knits and jackets to a full ringspun Japanese denim collection.
One item that stuck out for me was Fyasko’s sweat shorts. They are basically cotton gym sweats, cut like shorts, and Mike said they’ve been flying off the shelves at retail.
He also said Fyasko’s design team is really creative, especially since a lot of them come from different parts of the world.
“Our design team members are Italian, French, Moroccan, Spanish and Filipino so besides a few white Orange County males and some guys from NYC, we’re pretty diverse in the office.”