ASF hits media spotlight
SYDNEY: Exhibitors at last month's Australian Shoe Fair (ASF) benefited from unprecedented mainstream and consumer media coverage.
Fair organiser AEC confirmed ASF – which took place from February 15 to 17 – was well covered by newspapers including MX and the Sydney Morning Herald as well as TV's Channel Ten and Channel Nine's A Current Affair.
AEC fashion director Jane Harris said she was "delighted" that non-trade media had taken strong interest in the fair.
"I think it was due to the great mix of identifiable stories that came through; from the technology angle of brands like MBT, which is specifically designed to realign wearers' postures, to the "eco" story of Levi's which recycle their jeans into shoes, or the presence of newcomers like Omni footwear."
Levi's footwear owner and first time exhibitor Correll Shoes capitalised on its ASF presence to promote the Levi's and U Roads brands, both newcomers to the market.
Correll brand manager Grant Arkins said Levi's had attracted coverage from key media spots including A Current Affair, while U-Roads, which used recycled car tyres in the soles of its shoes, also attracted attention.
"People responded extremely well to U Roads and we're going through a selection process now in terms of stockists. We want to keep its presence in Australia fairly niche, limited to around 50 stores."
Fraser McLennan, general manager of Omni Footwear – which owns the Chinese Laundry, Planet Shoes, Earth Shoes and Nana brands - described attendees' responses to Omni's ranges as "very positive".
"The fair has given us the vehicle to meet a lot of retailers we weren’t aware of and didn’t know us." Nikki Hager, founder of high end womenswear brand Peep Toe Shoes, also found her way onto A Current Affair.
"I think the show was really looking for products that stood out. Some of our shoes feature 12 centimetre heels which obviously drew a lot of attention. They also focused on the idea of 'bling' on shoes with our glittered shoes."
John Midgley, co-proprietor of Subway Shoes, said his company attracted interest from Channels Nine and Ten as well as the Sydney newspapers. "This year we spent a lot of money on our stand and we had models and catwalk shows happening; in fact we won the award for best stand."
By Belinda Smart