‘Clothes for women who shop at Woolies’: how DTC brands won COVID
They’re not luxury, and they don’t want to be, but these two Australian businesses are raking in millions thanks to COVID lockdowns and aggressive marketing.
Sandradee Makejev never planned on running a clothing business. Which is why she is still shocked that her direct-to-consumer fashion brand, St Frock, has grown 100 per cent year-on-year for the past two years, with projected revenue of $25 million for the 2021-22 financial year.
“I haven’t had a day off since the middle of last year,” says the former marketing director, who got her start with a stall at the Bondi markets in 2009. “And before that, I hadn’t had time off for 18 months.”
Lauren SamsFashion editorLauren Sams is the fashion editor, based in Sydney. She writes about lifestyle including the arts, entertainment, fashion and travel. Lauren has worked as a features editor and fashion journalist for ELLE, marie claire and more. Email Lauren at lauren.sams@afr.com
