SYDNEY: The global financial crisis has done little to limit the number of international buyers on the ground at Rosemount Australian Fashion Week (RAFW), according to organisers.
Prior to the event IMG Fashion Asia Pacific claimed 90 international buyers had registered to attend, compared to 78 in 2009. Domestic buyer registrations were at 330, up from 298 last year. Final attendance figures for the week long schedule of catwalk shows in Sydney are yet to be confirmed.
IMG Fashion general manager Daniel Hill said there was a solid presence from Japan, with at least five businesses represented.
“Japan seems to be an emerging market for us,” Hill said. “A number of our designers have been knocking on doors in Japan and they seem to be more receptive now.”
Other countries with buyer representation include Indonesia, Singapore, the UK, US and New Zealand.
UK-based junior buyer for Urban Outfitters Europe Aimee Brown is attending for the second time, in order to boost the streetwear retailer’s Australian offer. Brown will focus on securing strong brands rather than specific product categories.
Currently it stocks local labels Maurie & Eve, Mink Pink, Something Else and Shakuhachi.
“While Europe and the US seem quite flat brands wise, Australia seems to be growing,” Brown said.
However, the strong Australian dollar meant brands were not particularly cost effective, she added.
“Many Australian brands make domestically and sell at a two and a half times mark up, so it is a challenge to bring the brands over, adding shipping and then achieving a good retail margin.
“That is probably why we are only working with mid-price brands rather than higher end, as volume of buy brings flexibility on price.”
Melt Management founder Melissa Trovato is also price conscious. Trovato operates a US-based sales, PR and business management firm which specialises in Australian designer fashion.
She also offers a buying service for New York boutiques such as Damsel in Distress and INVEN.TORY.
Trovato is on the hunt for womenswear that is competitively priced.
“The sweet spot at the moment tends to be a retail price of US$100 to US$200,” she said. “We are also on the look out for accessories and a strong menswear line.”
Trovato wants to see Australian designers advance their supply logistics to the US. “It has proven difficult for retailers to place small repeat orders in season as it costs a small fortune to ship over three styles,” she said.
Melt Management currently represents Seventh Wonderland, TL Wood, Luela and Natalie Chapman.
RAFW runs until Friday May 7. For an in depth analysis of buyers' response to RAFW, pick up a copy of Ragtrader's May 21 issue.