The others
Like the front man of a rock band, designers are generally the most recognised figure of a fashion brand.
But without the skills and backend support of pattern makers, graphic designers, quality controllers and PR, many celebrated designers would not be standing centre stage.
Starting out in 1999 as a one-woman show with a sewing machine in her bedroom, designer Lisa Gorman has turned her womenswear company into a multi-national fashion business with over 50 stockists on and offshore and a new head office and warehouse in Melbourne's Windsor.
Manufacturing the collection in different countries, including Australia, India, Vietnam and China (depending on the area of expertise required) her label is available in every state of Australia (except Canberra and the Northern Territory), along with the US, New Zealand, Canada, Singapore and Japan.
With 20 stockists in Japan, Gorman says it's an incredible market for the company.
"We have a strong following over there. The grand plan is to have a Gorman flagship store in Japan as it has the label's strongest international following."
Crediting her "great staff" of 15 as a vital element in the success of the company, Gorman says the business could not have gotten to where it is today without the talented people she works with.
"From management to casual retail staff, our freelance graphic designers, pattern makers and external accountant, the business could not have grown 220 percent in the last financial year without them."
With the company from the beginning, Gorman's head of production and product development, Alix Dwyer, helped set up a lot of the company's systems.
"Alix was my first employee, helping out with everything and anything. She has grown into her [current] role as years have gone by. Most people that work at Gorman - for example sales, marketing and production - have come in at entry level and worked their way up, it's the evolution of a growing company. Staff learn and grow with you developing skills and systems that suit your own company," says Gorman.
Acknowledging that the most valuable advice she has received came from someone completely unrelated to fashion, Gorman affirms it has allowed her business structure to grow to its fullest potential.
"A good friend, who is the CEO of one of Australia's biggest and successful companies, taught and advised me on setting up the business. Consequently the company has had significant growth since it launched in 1999. From only stocking a few garments in my friends' boutique, Fat, it's now an established label stocked around the world. We also have three Gorman retail stores based in Melbourne (Prahran, GPO - Melbourne City and Brunswick St, Fitzroy) and stock Myer designer floor nationally."
Crediting her parents as her main support emotionally and financially from the beginning, jewellery designer Samantha Wills worked as a retail assistant while designing jewellery as a hobby to sell on the weekends at Sydney's Bondi Beach markets.
"I started selling at the markets in 2003. After about 12 months a friend of mine, Justin Chung offered me a spot on his showroom wall at Australian Fashion Week.
"I was hesitant to take the position because it was going to cost me $500, and back then that was a whole weekend's work at the markets. I took a chance, hoping to make one order to cover costs and walked away with $17,000 worth of orders to fill."
Flourishing in the past two years, the brand is stocked in 50 stores internationally including Joy Hysteric in Queensland, Tilkah in Melbourne, Lazzarri in Italy and Xin on Melrose Ave in LA. Recently launching throughout Myer this season, Samantha Wills has also expanded to Indonesia and Taiwan.
"We are now venturing into other accessories such as bags and belts for next season" - a new leather bag collection will launch for winter 2007. "It's very rewarding to see what [the business] is today compared to the market table Samantha Wills started on."
Still a small business in terms of staff numbers, the four employees of the Samantha Wills team are contracted. Consisting of two manufactures, a sales and PR agent and herself, Wills says one of her suppliers, Ron Chudy, is also as a major contributor to her company's success.
"Ron Chudy and the amazing staff at Beadhouse and Castings play an extremely important role at Samantha Wills. They are always so nice to me even when I order things and need them supplied in 24 hours. Ron and all his staff have supported my business from the start."
Recognising that marketing and presentation are big factors in [the fashion] industry, Wills says her websites and advertising campaigns are essential to the success of the business.
"My websites are a massive part of my business. It's a medium that has to look even better at times than the actual product, as it's usually the first contact consumers have with Samantha Wills. Tyson Young of Launch Online is responsible for my amazing sites. As my collections are always changing, so is the website, so I am constantly on the phone and email to Tyson to give to him the latest collection and press images. He has great vision and is very honest with me when my ideas get a bit off the beaten track."
The same could be said for stylist Lara Lupish, Will says.
"Lara is one of the most talented people I know. We met just after I launched in 2004 and she has continued to promote my products in the amazing campaigns she has styled. Most recently she was the driving force behind my Couture Runway show. Her vision, patience and dedication to the label and myself is amazing."
Responsible for all Samantha Wills sales and PR, Elizabeth Homfray, director of Homfrays Agency, is the linchpin in Samantha Wills success to date. Travelling the world presenting Samantha Wills to buyers and media, Wills says Homfray's dedication to take Samantha Wills to new heights is motivating.
"Elizabeth is the middle woman between buyers and my company and ensures that my product is seen on the right people to build the labels branding power."
Responsible for elevating Cheetah's branding and repositioning since its re-launch four seasons' ago, designer Heidi Vandervord is the driving force behind the label according to the swimwear company's national sales manager Bryan Mann.
"Heidi goes beyond the call of duty, involving herself with marketing, manufacturing and sales. She did all the leg work in setting the company up. She was the first to sign agents on and was inclusive in hiring staff that are up to her standards."
Mann says Cheetah's staff is a "great team who are passionate about what we are doing".
"It's a team effort, we all aspire to the same goals and level of standards. Aiming to please our customers and produce great product for the market."
Christine Bentley in accounts, Lea Hales in warehouse/distribution, Robyn Johnston in quality control and Courtney Arnold in customer service are just four of the 25 staff that make up the Cheetah team effort.
"Christine oversees prompt payment of commissions, sets up credit applications and diligently monitors payments to ensure every one receives their stock on time. Lea runs a tight ship ensuring deliveries reach retailers both in Australia and offshore within tight delivery windows. Robyn's strict control gives us a good reputation within Myer and Bras n Things, while Courtney is our girl on the front line. She deals with endless inquiries and requests from retailers and consumers. She manages to please every one, all the while with an endless smile", declares Mann.
Originated in Queensland in the late seventies, Cheetah enjoyed enormous success for many years as the leading Australian swim and surf label until finding itself in some difficulty. When the brand was bought by Brazin in 1996, it was shelved for six years.
Re-launched in 2003, the company has regained its previous success. With sales figures in the millions this past financial year, the company enjoyed an increase of 30 percent this season. Stocked in over 300 retailers throughout the UK, Thailand, Australia, Singapore, New Zealand and Fiji, the previously locally manufactured line moved its production to China last season due to cost effectiveness and to streamline deliveries.
Adding that the swimwear company's agents are extended Cheetah family members, Mann says the company is fortunate enough to have the best agents around Australia, New Zealand and in the UK.
"Collectively we work as a team. Agents are invited to input their feed back as each state seems to differ in its requirements. Agents, Di Conti in Queensland, Brandt and Meg Dyson in WA, Alchera Fashion marketing in Melbourne and Therese Lamaro in NSW bring with them years of experience in the swimwear market.
"Key retailers are also an invaluable source of customer feedback. Ultimately they are the ones who deal directly with the consumer. Cheetah stockists from around the nation - Josephine's, Sunburn, Bikini Island, Hazard's, Swimwear Galore, Daneechi and Indianic - contribute greatly with their pure information from the market."