Kustom's Fraley on targeting a younger demo, brand plans

We talked with Kustom Brand Director Pat Fraley on how the brand plans to stand out in a crowded marketplace by targeting a younger demographic than other sandal companies in the surf market.

Kustom has entered a crowded shoe market. How can you set the brand apart? 

Pat: With Kustom, we have a brand message that is more in line with what is happening in the best apparel brands. It is young, progressive, edgy. It's a message that really resonates with the 12-24 year old and getting that message out is a focus point for us in 2011. The older brands are great at what they do, but let your parents wear those. The kids want something fresh and that's where Kustom comes in

Have retailers been open to trying Kustom thus far?

Pat: In general yes but as with any new start up brand you have to be patient. Coming from Australia it has taken time to fine-tune the product for the American market. I am happy to say more and more retailers are stepping up to partner with us because they like what they are seeing

What are some key accounts?

Pat: Huntington Surf & Sport, Hansen's, ZJ's, Jacks, Surfside, K5, BC Surf & Sport, WRV, The Buckle, Zumiez

Is the product designed here or in Australia?

Pat: Both. We have designers all over the globe and we all share our designs and ideas and then build a product line that best fits our specific regions needs

What are the differences in the shoe markets/styles in the two countries?

Pat: In Australia and Europe, shoes drive the brand’s business whereas here in the U.S., the bulk of the business is with sandals. That was a conscious decision on our part.

As far as styling goes, these days product is becoming more global in its appeal so the differences aren't as apparent from one country to the next.

On page 2: New marketing plans, price points, retailer response to new brands