澳大利亚时尚品牌Cue及其姐妹品牌Veronika Maine已进入破产管理程序1。成立于1968年悉尼的Cue，曾是见证澳大利亚女性职场着装演变的品牌1。这家拥有近60年历史的品牌最终因品牌定位模糊、社交媒体存在感弱以及全球快时尚和在线零售的激烈竞争而陷入困境1。
Cue的发展历程与澳大利亚女性劳动力参与的扩大紧密相连1。1968年品牌创立时，澳大利亚女性仅占薪资劳动力约30%1。随着时代发展，职业女性对着装的需求从秘书制服的规范演变为权力套装，再到现代休闲专业装1。1997年，Cue邀请德国超模Claudia Schiffer参与宣传1。1998年，Cue推出了姐妹品牌Veronika Maine1。2019年，该品牌在Powerhouse Museum获得主要展览荣誉1。然而，COVID疫情加速了职业女性向休闲服装转变的趋势1，最终导致Cue无法跟上时代步伐。
Australian fashion brand Cue and its sister label Veronika Maine have entered administration 1. Founded in Sydney in 1968, Cue has spent nearly six decades documenting the evolution of workplace fashion for Australian women, yet ultimately could not adapt to contemporary market conditions 1.
The brand witnessed a dramatic transformation in women's professional dress codes over its lifetime. When Cue launched, women comprised approximately 30% of the salaried workforce in Australia 1. During the 1990s, the company sought to maintain relevance through high-profile campaigns, including an advertisement featuring German supermodel Claudia Schiffer in 1997 1. By 2019, Cue's historical significance was recognized when the Powerhouse Museum mounted a major exhibition celebrating the brand 1. Veronika Maine, Cue's sister brand, was established in 1998 to expand the company's market reach 1.
Despite its cultural prominence, Cue struggled with shifting consumer preferences and industry pressures. The COVID-19 pandemic accelerated changes in how professional women approached workplace attire, moving away from formal office wear toward casual professional clothing 1. This transition, combined with weak social media presence and intense competition from global fast fashion retailers and online shopping platforms, ultimately undermined the brand's market position 1.
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