SYDNEY: All-year-round communication between suppliers and retailers is the goal of a new online portal launched by trade fair Fashion Exposed.
The Fashion Exposed Club, revealed earlier this month at the spring/summer 2010 instalment, is a collaboration between fair organiser Australian Exhibitions and Conferences (AEC) and online catalogue provider Portalogue Solutions.
AEC managing director Marie Kinsella said it will allow regular exhibitors to promote and sell their ranges throughout the year, as well as offer special incentives to clients. Retailers will receive reward points for ordering through the system and exhibitors will not incur additional charges for the service, she said.
“This rewards programme will give discounts on accommodation and restaurants around here, so you [retailers] have a more enjoyable experience during your time at the fair and it is more cost effective.”
To be a retail member, Kinsella said delegates must visit a Fashion Exposed fair in either Melbourne or Sydney once every two years. Kinsella said the Club will be rolled out between now and the August Fashion Exposed fair in Melbourne.
Exhibitors will have the opportunity to promote eight to ten specials throughout the year on the portal.
“It is a great way for stock service and a great way for clearance opportunity if that is what the suppliers want to do,” Kinsella said. “Our challenge is to educate the suppliers to get their specials to us so we can load them up online, and then we have to educate the retailers that this is a great opportunity to order online throughout the whole year,” she said.
Portalogue Solutions founder Tim Pope claimed the company had successfully launched a similar system for the sporting goods industry two years ago.
“It can provide some unique ordering systems that make it easier, more economical and more cost effective for both suppliers and retailers.”
Fashion Exposed exhibitor Sabrina Evans, designer of Tasmanian label Sabio Designs, said the idea could help expose brands to new contacts. However she felt her label was best sold in person, due to the intricate details of her products and the story behind each garment.
See Saw agent Hayley Wilson said it would be useful for clients to browse the womenswear collections pre or post appointment, but felt at this stage most sales would occur in person at the fair or in See Saw’s agent’s offices.
Exhibitor Simon Turner from new T-shirt label Life Is Good said it was an interesting idea, but cautioned that face to face interaction with buyers was of particular importance for new brands.
Sass & Fate account manager Linda Davies said she would be happy to get involved.
“If anything it could bring new accounts,” she said. “All sorts of fashion things work online these days.”
Melinda Oliver