From fashion forward to failure: What went wrong for Cue?
Cue had a reputation for reinvention, with the proof hanging in the wardrobes of generations of women. But what inspired the start of the brand in 1968 has led to its demise.
Cue was an Australian fashion brand that started as a T-shirt seller in 1968 and grew to become a cornerstone of Australian fashion. The brand was inspired by the youth culture of London and Paris, with Rod Levis, a young Australian law student, starting the company after seeing an opportunity in the market. By the 1970s, Cue was a staple in Myer stores across Australia and opened standalone stores as demand grew.
The brand's signature tailored suits became a hit with working women in the 1980s, and in the 1990s, it was boosted by the popularity of supermodel Claudia Schiffer. Cue and its sister label, Veronika Maine, were major players in the Australian wholesale market, with Veronika Maine even being sold wholesale by Justin Levis, Rod's son, until his departure in 2024.
However, the brand's downfall came due to a lack of relevance to the target market and changing retail trends. The COVID-19 pandemic further exacerbated the situation, as online shopping and a more casual approach to workwear became the norm. Cue and Veronika Maine had lost their edge, and the company was unable to adapt to the new retail landscape.
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