European fashion coming up from Down Under

Australian designers must adapt to Europe's eclectic mix of cultures, traditions tastes and trends if they are to successfully export overseas, Austrade's Paris-based business manager has warned.
Addressing a business forum of Perth designers recently, Karine Cupital provided an overview of the complex European fashion industry which, she claimed, remains highly sophisticated and competitive. This, despite being compiled of a "puzzle" of countries with different buying seasons to the southern hemisphere.
"The tastes are very different within the individual European markets," Cupital said. "If the trend is for really heavy and warm coats in Sweden, it might be very different to France, where Parisians like classic clothes, or Italy, where very bright, glamorous garments are worn."
Despite Australia still being viewed as "a million miles" away from Europe, Cupital said the diversity within the continent meant there is great potential for Australian designers within the different marketplaces.
"You really need to go there and learn about the markets and look for information. You need to increase your knowledge about the European market, you need to know what's going on over there by reading the press, looking for information and building your strategy around that."
Most importantly, was discovering where an individual collection sits in the marketplace, she said.
"Garments that might be very high end products in Australia may, in Paris for example, be just middle of the road as far as quality is concerned. This is why it's important to know the market locally, know your competitors so you understand exactly where you can position yourself and therefore how to price your products."
Cupital said of all the European markets, the UK and Ireland have a greater interest in Australian designers than anywhere else in Europe. "The major reason for this is the language, as well as there being a trend for new, crazy and original designs. However, the common theme running throughout the European fashion industry is consumer demand, which is not always about quality, style or creation, but often about image," she said.