Don’t blow smoke around here please...
In an industry which counts its gold under the safety of smoke and mirrors, it’s safe to say the idea ‘there’s no such thing as bad publicity’ holds weight among fashion designers. Look at Ksubi. One high-profile liquidation later, the denim brand entered Rosemount Australian Fashion Week 2010 with serious media and buyer clout.
Ooh la la, super stylist Brana Wolf is consulting on Ksubi’s spring/summer showcase! General Pants Co. will throw the spotlight on Ksubi with a window installation throughout the week! They live! They live!
But while this old PR jingle may ring true for front of house, when it comes to manufacturing and back-end operations, it generally falls on deaf ears. This is business.
Which is why I’m concerned about the Brazilian government’s attempt to build trade ties with the Australian fashion industry, namely under its ABIT/Texbrasil program.
Last month, I was invited to attend a new trade event launched by the ABIT/Texbrasil banner called Minas Trend Preview. The week-long affair had lots of components – runway shows, factory tours, networking seminars – with the aim of educating international journalists on the benefits of doing business there.
I don’t often get an opportunity to attend global showcases due to tight deadlines, but Brazil is Brazil. I responded to the initial invitation – which had no dates listed – in the affirmative, under assurances that all key elements of the trip would be organised on my busy behalf.
A week later, I received two flight options in Portuguese. I pushed for an e-ticket in English. A day later, I had to push for a formal itinerary. Not a good start.
But the final death knell sounded when, just days before I was set to fly, I discovered a visa was required for Australian delegates wanting to travel to Brazil. I called ABIT/Texbrasil immediately.
“Oh my god, I had no idea,” the PR and marketing rep cooed. “Everyone is coming from Europe and they don’t need one so I thought it was the same for you. Sorry, we’ve never had anyone from Australia come. I’ll get one straight away.”
Ahem. I don’t know too many folks who can organise a visa overnight. And needless to say, they couldn’t. I’m not bitter about the experience – I dashed off to Palm Cove for a week of spa treatments – but if you’re trying to build trade relations with another country, surely you should do your homework first.
You didn’t know a visa was required? Well, if I’m a fashion label looking to place a $1 million production order, am I going to gamble on the fact you might know correct customs declarations, commercial invoices, tariffs and landing
requirements too?