Brand Alex Perry stretches into property
The personal brand of Australian fashion designer Alex Perry has stretched into property following a deal struck between the Project Runway Australia presenter and property developer Chrome Property Group.
The new range in apartment buildings will be called Alex Perry Residential, with Perry acting as creative director of the new company. Public relations for the project are being handled by Baker Brand Public Relations.
“Baker Brand was hired to evolve awareness of the Alex Perry brand from fashion media into business, finance and property media. The result so far has been extensive media coverage in newspaper, TV and online. Enquiries from potential buyers has exceeded expectation by 300%,” said Tracy Baker, director of Baker Brand PR.
Perry said: “Good design is not just about what we put on our backs but where we live and how we create our lifestyle. My role as a couturier is to customize a garment to complement the features and personality of its wearer. I have applied the same principles to Alex Perry Residential, incorporating my knowledge of proportion, scale, colour and texture to spaces instead of bodies. The couture approach will provide something unique for buyers rather than the usual cookie-cutter approach taken by many of today’s new apartment developments.”
The first Alex Perry Residential building will launch on May 26 in Brisbane’s fashion and lifestyle hub Fortitude Valley. Ten Alex Perry Residential buildings will roll-out across Australia through to 2021.
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Alex Perry
Pity Perry’s face wasn’t better designed, most ads featuring his ugly bald Galleanoesque mug put me right off whatever he’s selling.
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Those effing sunglasses
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Every property sold comes with a giant pair of sunglasses on the roof acting as sunlights.
And they will all be ‘expensive’.
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Interesting. The last thing i saw Perrys name on was a range at Diva….. so who does he appeal to exactly?
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So I guess it will be peeled, not painted?
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Good brands evolve over time. As George says the sunglasses need to go.
Will everything in the apartments be as old an idea as his sunnies? Lino in the kitchen? Furry wallpaper?
More like Bland Alex Perry.
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What a flog.
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OK to throw a spanner into the works, do you realise how many fashion brands have translated into property and development? This is not a new concept at all. In fact, a friend of mine is developing a property with Gucci fittings throughout. Excessive? Maybe. But is there a market for it? Of course there is!
There’s always going to be another personality investing in broader business concepts and I say, do it. After all, isn’t it the Australian dream? And is Perry not entitled to give it a go? He has launched alternate and more accessible products which has proven to be a successful formula not only in sales, but in creating a branded empire surrounding his name.
Sunnies or no sunnies, whatever he is doing, its working. And bless him and his bo for giving it a go.
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300%!
Let a = 100%
if a = 2…….
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