Aussies labels heed London calling
Alongside the annual London Fashion Week, staged from February 11 to 16, export organisation Austrade has announced a new public relations program designed to raise local brand profiles in the UK.
Dubbed Australian Style, the programme will enlist the help of consumer PR agency Brand Nation to boost product placement opportunities, lifestyle photoshoots, news pieces and features in British trade and consumer titles. Regular newsletters would also be compiled and distributed to UK trade.
Austrade's senior export adviser Bettina Reid said the program was developed as a cost effective means for designers to trigger PR activity in the UK market. The only provision is that brands must have UK stockists, agents, professional marketing material and a condensed sample collection.
Australian designer Alice McCall said a strong media presence in the region was imperative and was what had helped her secure a showroom during London Fashion Week this year.
"We have had a presence in the UK press for a while now and also some key boutiques so this has all helped with getting an agent," she said. "This will be our third show and hopefully the best."
Joining McCall in the Claret Showroom this month will be Australian womenswear labels Milk and Honey and White Suede. Marketing representative for the former, Skye Healey, said this was the first time Milk and Honey would be entering the UK market; securing both an agent and a PR firm to reinforce its launch there.
"The proposition to show and generate media in the UK made sense with our growing business. We're very excited about breaking into the European market this year so this is by no means a small endeavour."
In the meantime, Australian designers interested in taking part in Austrade's Australian Style program, which commences in May, have until March to express an interest.