With the launch of a new lingerie precinct and solid visitor numbers expected, Melinda Oliver finds exhibitors at Fashion Exposed’s autumn/winter instalment are optimistic – despite the economy.
New trends in lingerie, shapewear and sleepwear will make their mark at Fashion Exposed in Melbourne, with the launch of a dedicated precinct, Allure – Intimates and Body Basics.
The new Allure section will feature 23 exhibitors with 67 labels between them, including established brands Freya, Berlei, Fantasie and Bonds alongside other emerging and maternity talent.
Australian Exhibitions and Conferences managing director Marie Kinsella, also the event organiser, says intimate apparel wholesalers and retailers were looking for a dedicated area specifically catering to their market.
“It has been extremely well received,” she says. “This can be seen by the number of high quality labels exhibiting for the first time.”
Misoh, a lingerie and sleepwear label designed by Rebecca Bird, is among those exhibiting at the new precinct. Bird will be showing the label’s next collection as well as Misoh Body, a new range of activewear. Bird says the dedicated space will enhance exposure to the right buyers.
“You do feel a bit lost when you are among the other categories – you feel you can be missed,” she says.
Other categories on show at the August 30 to September 1 event include urbanwear section StreetLab, Debut for emerging designers and childrenswear precinct Junior. Leisurewear, sportswear, bridalwear, accessories, couture and retail services will also appear. Fashion Exposed incorporates the co-located events Preview, the Australian Shoe Fair and the Bags and Accessories Fair.
At the time of press, exhibitor numbers stood at 386, more than 100 shy of the 518 that showed last year. This year’s participants include 211 Australian designed and made labels and brands from New Zealand, Asia, Europe and India. Around a third of these will be first time exhibitors, down from 165 at the March event in Sydney.
Organisers are expecting visitors to be up on last year’s attendance figure of more than 8300. Currently, 211 international visitors have registered to attend.
While the global financial crisis is casting a shadow over the industry, Kinsella believes brands remain optimistic about potential sales. “Exhibitors were cautious heading into the Sydney show in March, however the results were overwhelmingly positive with many writing orders 25 to 30 per cent up on last year,” she says. “Exhibitors are talking optimistically, with some saying they are having the biggest season to date.”
Long-term exhibitor Suzie Rose Vella, director of womenswear label Pizzuto, is determined to remain upbeat.
“At the March event we didn’t get affected by the financial climate, as buyers were still keen on sourcing new brands,” she says. “I admit about a month ago things looked a bit scary but they seem to have turned around. It is important to stay positive.”
In anticipation of buyers prioritising value, Vella has adapted the label to include more trans-seasonal pieces. In addition, she will reveal a new sub-label for 18 to 25-year-old women, which will have a lower price point.
Lounge and sleepwear label SpencerLacy will also return to Fashion Exposed after a three-year break.
Sales manager Sarah Spano is not concerned about the impact of the financial crisis. She argues her product is ideal for consumers who are trading expensive nights out for quiet nights in.
“Our label is about affordable luxuries, designed to be worn at home,” she says. “It is a perfect time to be more aggressive with sales.”
New exhibitors include jewellery labels Sophie Kyron and Love From Venus, rock-style brand Charles of London and Melbourne men’s streetwear label You vs Me.
First time exhibitor Christine Boyle, designer of womenswear label Queen, says she has reined in price and profit mark-up in response to the financial downturn. However, she will be selling a new menswear collection, McQueen, and is confident about sales.
“I believe that in times of financial uncertainty people will buy timeless pieces,” she says. “I always strive to create such pieces. I feel positive they will be appreciated by a new audience.”
The Australian Retailers Association will provide free presentations covering retail strategies, human resources, marketing, visual merchandising and finance. The Melbourne industry seminars will also feature experts discussing trend forecasts and retail trends from the US and Europe.
The Debut at Fashion Exposed designer competition will return and 12 finalists have already been announced. Avant garde womenswear designer Ellen Bartels and Debbie van Rooyen of womenswear label metamorphose are among those in the running for a prize pool exceeding $9000.
A feature of the event will be Live Look Books – a series of mini-shows revealing the latest trends from labels in different sectors. In addition the major Salon Shows, large catwalk parades showing the best fashions, will be held many times a day.