It Girls, It Bags

Oroton is a true business and fashion success story for Australia. After reporting losses of $9.4 million in 2006, Oroton has reversed its fortunes to record a profit of $15 million in the first 6 months to 23 January 2010.

How did they do it? As well as the usual slash and burn activities routinely engaged in by businesses in financial doldrums - i.e. closing underperforming shops, cutting staff by half and slashing fixed head office costs - more money was pumped into the core Oroton and Polo Ralph Lauren brands. As well as tight cash management, Oroton has released an increasingly sophisticated, stylish product - building on its already great reputation for quality goods. Thankfully, there is less of a push on the trademark "O" logo, with styles being less instantly recognisable as Oroton. The Oroton buyer is of the discrete, yet uber-stylish and somewhat cashed-up ilk: she will purchase quality that lasts at some expense, but for her the lasting style will always be worth it.

Oroton is a staple for Vogue these days, with countless collaborations, including the design of a gorgeous limited edition handbag for Vogue's 50 year celebration. I am pretty sure Vogue will approve of Oroton's latest collaboration - with Daria Werbowy for its latest advertising campaign.