SYDNEY: Buyers attending Rosemount Australian Fashion Week (RAFW) next month are saving a portion of their budgets to inject last-minute, must-have styles into their stores.
Sydney boutique Incu co-owners Brian and Vincent Wu will be present at the week-long event with budget reserved to capture the zeitgeist.
“We allocate our budgets across the brands we currently stock; if these brands are showing at RAFW then budget is already allocated towards these," Brian Wu said. "We also have a surplus amount that may or may not be put towards a new brand that is showing at RAFW."
Held in Sydney from May 3 to 7, RAFW will see numerous Australian labels on the catwalk and in showrooms. Brands including camilla and marc, Kate Sylvester, Ksubi, Zimmermann and Romance Was Born will participate.
Ron Robinson in Fred Segal vice-president for buying and merchandising, Karen Meena, is flying into RAFW from Los Angeles for the first time.
“I am mainly scoping new designers, trends and ideas for future buys,” she said.
Meena said the Australian fashion aesthetic is compatible to the southern Californian fashion industry, making it an appropriate fit for Ron Robinson stores. However, she said the opposite seasons can be a challenge.
“It works if a company is organised,” she said. “They can test the sales in Australia first and then send us their seasonal bestsellers. It works best with new designer launches.”
Key sellers for Ron Robinson include separates, swimwear, t-shirts, fleece, cotton casual pieces and unique accessories.
Her advice for Australian designers is to make a greater effort to get international exposure through trade shows and press.
“Make it easier and cost effective to ship product abroad. I recommend they start with making their presence known in overseas markets with similar lifestyle trends such as southern California, Brazil, Japan and Asia then expand to Northern America and Europe.”
New Zealand buyer for Verranda Young boutique, Carol Young, will attend RAFW for the sixth time, seeking fashion-oriented pieces rather than seasonal product.
“The leather jackets that White Suede do each season sell well,” she said. “[And] the Life with Bird silk prints prove popular with my customers.”
Domestic buyer Thea Basiliou of Blonde Venus boutique in Brisbane will attend a number of parades and private showings during the week. She has attended every RAFW installment over the past 15 years, picking up many launch or early collections as a result.
“I am always looking out for real design – original and directional collections that are well made using good quality fabrics,” she said. “I also like interesting tailoring which is often hard to find. I’ll be keeping a look-out for longer lengths, skirt and trouser suits and trying to keep away from black – unless it’s amazing.”
Co-owner of online boutique Frockaholics.com Sarah Pavillard plans to interact with her customers online during the week via Twitter and Facebook.
“We try to drive feedback from customers,” she said. “If they respond well to a particular item or brand from the coverage, we will look into getting that.”
For more on buyer's at RAFW pick up a copy of Ragtrader's May 1 issue.