Gasebalwe Seretse
13 January 2009
The newly established clothing label, Anno Jeans formerly known as Anno Domin, has been reinvented so as to 'advance the fashion industry to upper heights and implement a worldwide fashion revolution' according to the brand director Alfons Naane.
The latest addition to the Anno Jeans family is the 'king of kwaito-kwasa' Odirile 'Vee' Sento who joins the company as its marketing director and a shareholder.
With Vee as head of marketing, the company hopes to attract the artist's many fans not only in this country but in neighbouring Zimbabwe and Namibia as well.
The artist will be working closely with Botlhe Tennyson who is the new marketing manager.
In another development, Anno Jeans has parted amicably with its former head designer Michael Prendagast.
"We are not with Michael any more as we have opted for cheap labour costs hence we do not keep any permanent staff in our production department so we have introduced casual labour system, which enables us to cut production costs which are very high in Botswana," says Naane.The youthful entrepreneur added that the reinvention has not impacted the company negatively because so far they have not been able to meet the demands for their products.
Naane further said that their main plan for 2009 is to come up with strategies, which can enable them to achieve their target market and market share. They also want to ensure that they maintain their standards, which they deem to be very high.
As part of their reinvention, the brand has launched its 'freestyles' in the market namely Anno Vee, Anno Denim, Anno Domin, Feshen Police and Feshen Revolution all of which are protected and registered properties of Anno Jeans Group. "At the moment, our range entails t-shirts, casual shirts, golf shirts, track suits, track tops, head gear, knitted jerseys and hoodies. We aim at increasing our range to include sneakers and eyewear in the near future," says Naane.The company logo, which depicts two lions facing each other in a greeting gesture remains unchanged.
According to Naane, they 'intend to be a leading fashion house both locally and abroad by creating and implementing sustainable, and quality in-house productions and establishing a genuine marriage between the brand and the consumer'. Currently, Anno Jeans supplies Big and Small and Laroche both in Gaborone, First Performance in Lobatse and Toni's Craft Shop in Mahalapye.
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