Making a statement

They are inanimate objects that have been lurking in the background since almost the beginning of time. But, as Tracey McEldowney discovers, accessories - in particular bracelets, belts and handbags - have come in from the shadows and discovered a life of their own.

Officially, consumers have been able to have fun since the early 1990s. Unofficially, they've had access to it since at least 1981.
Touted as the first accessory company to create licensed ranges of cheap and trendy merchandise for high profile department stores Myer and David Jones, Melbourne-based jewellery wholesaler Fun Accessories is surfing a tsunami of success unimaginable upon its launch 25 years ago.
A surge in demand for value-priced accessories, together with a drive to individualise their appearance, means consumers are splurging on earrings, necklaces, belts, scarves, hairpieces, handbags, small leather goods and hats in a manner not seen since the fig leaf was replaced as the accessory of choice.
While a desire to remain dominant in this specialised category prevents Fun Accessories founder Stephen Stanford from offering anecdotal evidence in support of this claim, it would appear times are good for the Fitzroy-based businessman and his three partners.
"We have been in business for more than 25 years. I saw an opportunity offering product that was more trendy and exciting to the market and I always seemed to find a way to find product the customers would want. We started at $0 per annum [return] and now do multi-millions."
For the designer behind unique handbag label How.u.c.me, Natasha Iwanov, and big bangle manufacturers Dani Kidd and Haley Gray from the Candy from Strangers label - each of whom launched new accessory products into the market last year - the timing of the surge could not have been better.
Both labels claim to have cornered a previously undiscovered niche within the accessories sector and both profess to having been overwhelmed at the high level of interest shown in their individualised offerings.
So what is driving this bejewelled boom and how long can the good times last?
Stanford believes the forces that have helped pushed the accessories category into the spotlight have nothing to do with economics and everything to do with reinvention.
"One word: Fashion. It is true that in tougher times people can jazz up an outfit with cheaper accessories - but this does not always hold true. Economically right now, times are not tough at all - yet accessories are booming. In some seasons if the clothing is not particularly new or exciting, customers will turn a desire for newness into sales of accessories - but then again, the 'tribal' and 'marrakech' clothing was new and the customers lapped up the matching jewellery as well.
But there appears to be no hard and fast rule about what drives sales of accessories, Stanford warns.
"In the end, just as fashion is always constantly new and reinventing itself, the same can be said for accessories."
With Stanford able to rattle off names such as Myer, DJs, Dotti, Just Jeans, Sussans, Williams, Mathers, K Mart and foundation client Portmans among Fun's impressive client base and How.u.c.me and Candy from Strangers already boasting more than 100 stockists between them, it is clear the trend for all things accessory has not gone unnoticed by fashion retailers either.
While clothing will continue to provide their bread and butter, increasingly brand owners are viewing accessory ranges as a category in their own right and dedicating space accordingly.
Jeans West product director Tali Kalb admits that as recently as five years ago, the brand did not even have an accessory collection.
However, in line with the brand evolving and becoming more trend-focused and competitive, it was a natural progression to incorporate an accessory range into the business.
Jeans West's current collection, sourced from both domestic and international suppliers and priced from $12.95, incorporates everything from belts, bags, jewellery and sunglasses for women to belts, caps, cuffs and sunglasses for men.
Unable to confirm what percentage of store space is given to its accessory range, Kalb says these days the brand adopts a highly strategic approach to marketing its accessory ranges.
It has a dedicated space displaying the bulk of the collection, but also merchandises accessories such as belts and caps throughout the store within wall bays.
"We promote our accessories range in line with our clothing collections. Accessories are always styled within our advertising and window imagery showing customers a particular look."
Portmans & Jacqui E marketing manager Fiona Cameron also admits her brand has bulked up its accessory range in recent times.
Cameron says between five and eight per cent of the brands' store space is dedicated to the group's own brand of accessories.
"Accessories are an affordable luxury and an easy way to update an outfit. They are a big part of fashion these days - they have never been a more [high profile] part of the business as they have in the past two years. An increase in accessory sales [has resulted in an] increase in space."
For Pretty Girl Fashion Group CEO Jeffrey Moss, who includes Rockmans, BeMe, Joi, Table Eight and Wombat among his stable of brands, accessories are an important part of the business.
Last year they accounted for about 10 per cent of the annual Rockmans and BeMe turnover.
Moss also refuses to disclose figures but admits accessories have been a strong performance area for the brand.
"Accessories have been such an integral part of the fashion we have seen in the local marketplace for the past few seasons. This has certainly been reflected in our sales results."
Moss says having all accessories sold in Pretty Girls' retail stores designer by its in-house product development team has given it a huge advantage in the category where constant and regular styling updates are essential to achieving repeat business.
"Accessories have really come of age in the last 12 months and the consumer now sees accessories as a fashion category in its own right. This is supported by feedback from our instore sales staff indicating that we are also attracting a much younger customer who is shopping with us for our value priced accessories."
Yet while present conditions suggest selling accessories is as difficult as shooting fish in a barrel, Stanford offers these pearls of wisdom as his parting advice to those struggling to move product.
"Integrate accessories into all aspects of public relations and product shots. Make sure customers understand that accessories shot with clothing are available in store and, if possible, mentioned in editorial - the words 'jewellery - model's own' should be banished from anything you print or shoot."