Australian menswear parent company, Austin Group, has extended its partnership with SAP Emarsys to enhance customer engagement across its Cable Melbourne and Perri Cutten brands.

Austin Group first implemented the platform for its Gazman brand four years ago, driving consistent growth in the brand's email revenue across both in-store and online channels through SAP Emarsys' connection of their customer and sales data with targeted marketing content.

"With so much competition and information overload in the fashion retail industry today, relevance and personalisation are key goals for Cable Melbourne and Perri Cutten when it comes to maximising customer engagement. It is important to communicate through the right platforms, and with the right kind of content that customers want to receive so they feel valued," said Austin Group Head of CRM, Dean Enticott.

Cable Melbourne has already seen strong early results in email customer engagement, including a rise in both average open rate and click rates for like for like audiences. The partnership aims to understand and engage customers through AI and personalised messaging.

"We are thrilled to announce our partnership with Austin Group, encompassing all three flagship brands. Gazman's remarkable success has inspired confidence in our ability to deliver omnichannel customer experiences for Cable Melbourne and Perri Cutten. Witnessing the immediate impact of our collaboration is truly the best part of my job, and we value the trust and collaboration extended to us. Together, we look forward to shaping exceptional journeys for customers across these renowned brands," said SAP Emarsys Regional Vice President, APJ, Silvana Tagand.

Founded in 2007 by Georgina Austin, Cable Melbourne is known for its distinctive seasonal prints and quality wardrobe staples. Perri Cutten, established in 1981, is an iconic Australian fashion house known for its impeccable craftsmanship and timeless designs. SAP Emarsys is an omnichannel customer engagement platform that partners with more than 1,500 companies across industries.