In it for the long haul

There are some labels that never miss the chance to exhibit at Fashion Exposed. Erin O’Loughlin chats to three such brands to find out what it is that keeps luring them back.

How long have you been exhibiting at Fashion Exposed and why do you keep going back?

Sass Clothing
Sass has been exhibiting for approximately eight years. We continue to exhibit as it’s always been one of the best ways to gain exposure of our brands. So many current and potential retailers come through the doors each show, most of them seeking out new brands. It’s a great chance to tap into new accounts. Lots of our existing interstate and regional accounts also love seeing us at the fair as it means they get to view ranges they would sometimes not get to see in person. Sass is stocked in David Jones nationally and some 400 boutiques across Australia and New Zealand.

Orientique Fashions
Orientique has been part of the Australian fashion scene for more than 35 years and has been part of Fashion Exposed from inception. We use Fashion Exposed to launch our new seasons ranges each year. Although we have showrooms in Brisbane, Sydney & Melbourne we see it critical to showcase our new ranges at Fashion Exposed so our customers can see that we are still the leaders in our market. It is important to us that our customers can quickly compare our offer to that available in the market. We have approximately 600 customers around Australia, New Zealand and internationally.

Expedition Apparel
Expedition Apparel has been exhibiting since the fair began. We keep exhibiting as we see it is a way to provide a twice yearly personal contact with many of our country and interstate customers. With such a large range of garments under our Boston and Daniel Hechter labels, it is much better for the customer to see the whole range. It is not possible for an agent or sales rep to take the whole range on the road. With our Boston and Daniel Hechter brands we stock over 400 stores Australia wide.

In what ways has Fashion Exposed, your company and the industry changed in the years since you first exhibited?

Sass Clothing
Sass is producing more ranges more often. We have moved on from selling four seasons a year to six ranges. Working closer to the market helps us deliver more relevant up-to-date fast fashion. As Sass has grown over the years we found there was a niche in the market for classic boutique label so we launched FATE. Sass is also very excited to announce a third label which will be launched at this year’s Fashion Exposed, called Betty Basics. Fashion Exposed has moved forward by offering more of a one stop shop for retailers. Buyers can pick up new labels along with accessories and shoes.

Orientique Fashions
Not only do fashions change every season but so too the market. Fashion Exposed has evolved to be a very professional exposition of the Australian fashion market. An important part of our design research each season is to visit the Pret a Porter Fair in Paris. Although on a smaller scale, we think Fashion Exposed compares admirably to the best fashion fairs of the world.

Expedition Apparel
We have noticed over the last few years the number of attendees specifically relating to menswear is reducing, and suits have become a smaller component of our business at the fair. As the world becomes more “brand” focused, we see the need to develop the Boston and Daniel Hechter brand names beyond the retailer.  We have been working with a PR agency to help us work towards creating a greater awareness of our brands.

What percentage of your sales are derived from Fashion Exposed? What kind of buyers do you encounter at the fair?  

Sass Clothing
We get a whole range of buyers. Many of our existing city accounts make a point of coming to the fair to do their season’s buying. Others are existing accounts who are from the country and therefore don’t often get to see ranges in person. There are always new accounts that approach or see the brand for the first time who like to go through all seasons.  We have accounts that like to place their full orders there with us at the show. We also have accounts that have already placed with us in the showroom but can’t resist topping up their orders.

Orientique Fashions
Approximately 10 per cent of our sales come from the fair and we are working hard to reduce that because we prefer to have our customers visit our showrooms in a non-rushed environment. We see some customers that travel from country areas but mostly it is a mix of our total customer base. Our customers visit Fashion Exposed because it allows them to see the total market offer and confirms they have the right brand mix in their stores. They also enjoy finding new labels as they emerge.

Expedition Apparel
Business derived from the fair is less than two per cent of our total business in terms of actual sales. I believe it is more important than the actual dollars indicate when you take into account the relationship building and the future value of new accounts opened at the fair. We get a mixture of customers, mostly country customers.  

What other avenues do you use to drive sales?

Sass Clothing
Since day one we have believed in the idea of face to face contact with our customers. We really value getting out and seeing our customers so we have reps in all states as well as New Zealand. We also have showrooms at our head office in Melbourne. Sass is committed to promoting our labels with marketing. We do two location shoots a year which the buyers love as they get in-season point-of-sale which drives sales for them in-store.

Orientique Fashions
Our marketing plans include a comprehensive brochure for each season, websites for both our labels Orientique & Victoria’s Dream Sleepwear, in-store promotional material, and this year will see advertising in Vogue magazine.

Expedition Apparel
Our main sales focus is through our sales force and interstate agents with one-on-one contact. So much of our business depends on the relationships developed with our customers. Our sales staff and agents are well trusted and work with the customer to develop a range that will appeal to our customers’ customers. Promotions are directed primarily at the retailer including posters and point-of-sale materials. We release a sales catalogue each season detailing all the Daniel Hechter range and the Boston casual range. This is mailed to all of our customers.


What key products will you be showcasing at Fashion Exposed this August?

Sass Clothing
Fate will be offering a sweet yet seductive winter 1 2011 range, whilst Sass will welcome 2011 with fresh and fun styling. The ranges will showcase statement prints, soft tailoring along with luxurious knits. We will have stock of the seasons leading up to winter also available for immediate delivery.

Orientique Fashions
We have worked hard to present a similar fashion look for winter that we do so well with in summer. This season will see wool, mohair, viscose and modal as a major part of our garments. We have also worked hard to reduce our price points so that they are in line with summer prices.

Expedition Apparel
Our main focus this season will be the Daniel Hechter and Boston ranges, incorporating suits, jackets, overcoats, jeans, trousers, shirts, leather and knitwear. Suit fabrics are generally more muted with a strong accent on a very slim silhouette. Lapels have narrowed and we are seeing some interesting embellishments on the shoulders, pockets and lapels. Our leather program includes many short to medium length jackets in a variety of leathers. Trousers have become slimmer and tapered with a lower rise. Colours include black, grey, purple and navy.


What are some of your secrets to having a good fair?

Sass Clothing
The team that manages the stand is key. The Sass team really prides themselves on customer service. The relationships our account managers have with our buyers is paramount.

Orientique Fashions
Our biggest secret to a great fair is to enjoy our contact with our customers. We work hard every season to create beautiful pieces but we do not ever spend enough time with our customers. They are also very busy. So Fashion Exposed is an opportunity to rekindle contacts. We bring our entire team to Fashion Exposed: designer, office staff and even warehouse staff so we all feel the energy of the market. I think that it is very important we all enjoy the enthusiasm and vibrancy of the fair.

Expedition Apparel
The key to a successful fair revolves around an attractive product range at the right price. It is also necessary to understand the needs of those retailers who attend the fair. Those of us who have been displaying at the fair for a number of years have a distinct advantage over newcomers.