NATIONAL: Australian fashion labels appear unfazed by the struggling US economy with a rash of brands looking to enter the country as part of the G'Day USA showcase.
Organised by Australian Government export body Austrade, the G'Day USA events kick off with The Los Angeles Australian Fashion Showcase from Jan 16 to 20, luring thousands of department and chain store buyers from across the US to write high-volume business. Confirmed Australian exhibitors include Busywear, Talulah, Quayeyeware, Metalicus, Worn Gundidj Aboriginal Cooperative, Aelkemi, Kooey, Dana Mathers, Seduce, Melissa Berta/Beanzi, Urban Originals and Cackleberry Kids.
Following hot on LA's heels, the New York Wholesale Fashion Showroom from January 20 to 22 showcases labels including Adamo Fashions, Aelkemi, Carl Kapp, Dhini Couture, Katelyn Aslett, Konstantina Mittas, Metalicus, Potty Red Shoes, Susie Mooratoff, Twitchett & Tonge and Winbur Nominees, with designers required to utilise a minimum of 50 per cent Australian Merino Wool in each collection. An Austrade spokesperson said it was hoped industry attendance would emulate last year's turn out, which included retail buyers from Barneys, Barneys Coop, Searle and Hendri Bendel, along with fashion media Harpers Bazaar, Vogue, Teen Vogue, Elle.com,
Marie Claire
,
InStyle
, Lucky and Women's Wear Daily.
Olivia Twitchett - who co-founded knitwear brand Twitchett & Tonge two years ago with Claire Tonge - confirmed the event marked the brand's first export opportunity outside Australasia. Showcasing its latest 'Vagabond' collection - inspired by 19th Century silhouettes and incorporating jacquard and floral patterns - the label was not deterred by the prospect of entering the US market during a down turn.
"We've always been very proud of our point of difference and the fact that we use Australian Merino wool, which has a good reputation in America. We're very niche and we're known for quality so I think there's a market for our product with more discerning buyers. We've done a bit of research in the US market and while there are a few designers who do knitwear there aren't many comparable to us. We do a lot of experimentation with shapes and silhouettes and we see ourselves as a 'designer label' rather than a knitwear label."
With the brand's price points averaging $A300 at retail, it was likely to be positioned at the upper end of the US market, she added.
"In Australia we have quite a strong boutique culture, whereas in the US there's a very strong department store sector, so that would affect the positioning. They love their brands over there."
The brand was also undeterred by the ongoing animal rights campaign over Australian wool spearheaded by People for the Ethical Treatment of Animals (PETA) regarding the practice of mulesing.
"We've been working closely with AWI [wool research body Australian Wool Innovation] and they're continually looking at ways to make wool production as ethical as possible. The plan is that our next winter range, for 2010, will carry the Woolmark brand, which will further enhance our credibility."
Export was a key part of the brand's growth strategy, she added, with New Zealand exports commencing for summer 2009/10 and "wheels in motion" to conquer the Asian market. Beyond that the UK was a strong opportunity due to its cool climate and demand for quality knits.