46664 Fashion marks one-year anniversary with major international announcement
29 March 2012
46664 Fashion today celebrated one year since the brand’s announcement of the license agreement, with a look back at its key milestones and a look forward into its significant global rollout plans.
In addition, details were also given of the first major beneficiary of funds raised by 46664 Fashion, which was created in March 2011 as part of a move towards increased sustainability and self-sufficiency by 46664.
Speaking at the event was Wayne Bebb, CEO of Brand ID, the division of Seardel that has overseen the development and rollout of 46664 Fashion within the guidelines of a licensing agreement that strictly guards against the commercialisation of Mr. Mandela’s name and image.
Bebb outlined the major milestones reached by 46664 Fashion since March 2011 including the development of 46664 Fashion’s first range (Summer 2011) which made its catwalk debut at SA Fashion Week in September last year to much acclaim.
Other important milestones detailed by Bebb included securing a major, premium retailer in the form of Stuttafords and the creation of 46664 Fashion store-in-stores for the brand’s retail launch into Stuttafords in late August. Bebb also outlined the wide reach of 46664 Fashion in South and Southern Africa through more than 100 independent retailers across the country, Stuttafords’ southern African stores (including Botswana and Namibia) as well as the opening of the online 46664 Fashion store (wwww.46664fashion.com) for trading in South Africa, Botswana, Namibia, Lesotho, Swaziland and several other territories in November 2011.
The major announcement of the day came when Bebb revealed that 46664 Fashion was in the final stages of three international licensing agreements, due to be signed shortly.
These are with brand partners in the USA and Canada, North Western Europe (covering the Netherlands, Germany, Belgium, Luxembourg, Denmark, Sweden, Norway, Finland and others) and Portugal, South America, Angola and Mozambique. Discussions are currently underway for a rollout into other countries on the African Continent and Brand ID is also currently in discussions with UK and French partners.
“We are very excited about the partnerships that we have in place with companies that are as committed to the brand development of 46664 Fashion as we are” stated Bebb, adding that due diligence had been conducted on each of the brand partners and presented to 46664.
Bebb confirmed that the details of the roll-out and retail partners in each territory will be revealed over the coming months. The US and North Western Europe plans will be announced by Brand ID’s partners in those territories on Mandela Day this year.
“When we started 46664 Fashion we always set out to create a global brand – a brand that originates in South Africa but that is globally successful,” said Bebb. “Our international deals are testament to the fact that we have done just that. We always believed we had a great brand concept and an amazing product offering. That is now no longer just a dream but soon to be a reality.”
Bebb stated that Brand ID’s agreements under negotiation with its global partners contained substantially the same terms and conditions that Seardel/Brand ID has with 46664 – most importantly the protection of Mr Mandela’s intellectual property.
Alongside the international roll-out plans, it was revealed that the monies raised by 46664 Fashion so far are to be used for the Mandela Day Library Project 2012 – specifically for three container libraries in Gauteng, Kwa-Zulu Natal and the Western Cape.These will play a role in promoting literacy and encouraging reading in disadvantaged schools in South Africa as part of a project started in 2011 when the Nelson Mandela Foundation worked with Breadline Africa and Soul City to provide thirteen containers converted into libraries in disadvantaged primary schools.
46664 Board Member, Achmat Dangor, commented on the role of 46664 Fashion in helping keep Mr Nelson Mandela’s humanitarian legacy alive; “A year ago we announced the licensing agreement between 46664 and Seardel /Brand ID that would lead to the creation of a fashion brand capable of raising funds for our projects in an ongoing way,” said Mr Dangor.
“We are pleased to say that we are now seeing the results of this commercial partnership, allowing us to forward plan around social justice projects. We are also very pleased to say that the licensing agreement continues to support the integrity of 46664 and, alongside a sustainable source of income, ensures that we have a voice and visibility on an ongoing basis.”
Wayne Bebb also touched on the impact the international roll-out will have on South Africa’s clothing and textile manufacturing industry. Currently, the manufacturing of the brand is at a 40:60 SA-international split, with many items in the brand moving towards a 50-50 split by the end of 2012.
“The development of the international partners is going to significantly positively impact our ability to manufacture locally,” stated Bebb. “This will help us get the volumes we need to make manufacturing the brand here cost effective.”
46664 Fashion is currently rolling out its Winter 2012 ranges, several items of which were shown at the event today.