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Re: [sharechat] Ceramco

From: "" <>
Date: Wed, 31 May 2000 23:42:05 +0000

> I am sure I would pay $2 plus to keep seeing ELLE MCPHERSON in hers
> - but thats just me??
Matthew, you have written that reply partly in jest, but I think you 
arean't far from the mark.  The fashion business is about getting the 
right look and image and Elle is a bit of a legend, at least in this 
part of the world.

But Elle is on the slippery slope.   I remember Elle coming to 
Christchurch, must be over 10 years ago when she was around 26.   The 
talk then was how long she would stay in the business.  She herself 
reckoned she might have another 2-3 years on the catwalk- and now it 
is 10 years later!    To put it politely Elle is a lot closer to 40 
than 30, old enough to be the mum of some of her target market.   And 
what women wants to wear her mother's underwear?

Then there is the Macpherson Men's range.     The Elle calendar still 
sells well enough but there will come a time when it will no longer 
be cool to wolf whistle a woman old enough to be your mother.

The fact is, Bendon need to plan a succession and quickly.    The 
boring old men who it in the boardroom  may not have noticed, but  
Elle MacPherson is an old old woman now, maybe the oldest in the 
world in the fashion business.   And what has Hugo Venter got up his 
sleeve to re-energise the market?    At the moment think Bendon-  
think Elle.    How likely is it that in a couple of years when you 
think of Bendon the word you associate most with it is 'Sell!'? 

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