Maximum exposure
It's unlikely you will see many five-year-olds buying in bulk at next month's Melbourne instalment of biannual trade fair Fashion Exposed. But don't make the mistake of assuming it will be entirely child-proof either.
Event organiser Australian Exhibition and Conferences (AEC) has confirmed a significant boom in the childrenswear sector has directly translated to an increase in childrenswear exhibitors with would-be exhibitors jumping by an incredible 25 per cent in less than three years.
AEC managing director Marie Kinsella states that of the 1550-plus labels expected to front at the impending autumn/winter event - staged September 3 to 5 - nearly 10 per cent of them cater exclusively for the pre-pubescent market.
In a scenario not dissimilar to that witnessed during Fashion Exposed's spring/summer event in Sydney in March, this makes childrenswear the fourth biggest category behind traditional heavyweights womenswear which has 295 labels exhibiting, menswear (269) and fashion accessories (176).
"The boutique childrenswear market is absolutely booming - particularly as there are so many of big name designers getting into it," Kinsella says.
See it here first
The phenomenal success witnessed by previous exhibitors in the childrenswear category also appears to have inspired up-and-coming designers with a greater number of brands than usual using the Fashion Exposed, together with its co-located designer fair preview's platform to launch their labels.
Among the childrenswear brands making their Australian debut at the event is New Zealand designer Trelise Cooper and her 'Trelise Cooper Kids' range, Australian distribution and licensing company Austin Group and its new label 'Feedback', and Adelaide-headquartered Eco Kids and its new brand 'Babylegs'.
But they're not only ones seeking to boost brand profile. In all, Fashion Exposed 2006 Melbourne will see more than 140 companies promote around 220 labels not showcased at the event before. While new brands such Fozlong by AFL player Matt Foster are there to wave the Aussie flag, the event will also play host to a range of new international showcasings including designer womenswear label Somi from the UK, US streetwear company Manuel Exclusive and New Zealand-based street, women's and menswear label American Apparel.
International flavour
Fashion Exposed's growing international presence has also sparked an increase in global buyers keen to get a slice of the action - while also helping contribute to the $10 million expected to change hands at the event.
After taking a stand at the event's Sydney instalment, government trade organisation Austrade has again showed its support for the event by committing to introduce attendees to exporting opportunities as well as ensuring international buyers are well looked after for the duration of their visit to Australia. Austrade services, consumer and agribusiness team leader Rob Sutton says while international buyers are still to be confirmed, early indications suggest there will be in excess of 50 international buyers making the trek down under. It is understood buyers from Malaysia, Thailand, Singapore, Fiji, Japan, Thailand as well as from both the US and Ireland are among those to have registered their intention to attend the event in the hope of getting the inside running on next season's key trends.
Speaking of which. . .
Insatiable demand for all things trend-related has prompted AEC to allocate a small section of its 22,500 square metre site as a dedicated "trend area".
Design expert Chris Stone, principal of Chris Stone Designs, has been placed in charge of the unique space set to showcase the key homeware and colour trends for winter 2007. Structured so the look can be replicated in a retail store, Stone's presentation area will feature pieces drawn from exhibitor product as well as his own resources.
Business before pleasure
With many of the more than 10,000 buyers, media and assorted guests expected to head to the Melbourne Exhibition Centre for the event, Kinsella says repeat visitors to Fashion Exposed will witness a host of new initiatives aimed at enhancing the business impact of the event. Included among these is another area in which Stone is expected to shine, as one of four experts selected to headline new industry seminars.
Held in conjunction with Ragtrader, the Fashion Exposed/Preview colour forecasting seminars are designed to add value to those buyers and designers attending the fair.
Reintroduced into the event for the first time since 2000, the series features four talks over the duration of the three-day event with the hour-long seminars staged at 9.30am and 11.30am timed to maximise the opportunity for exhibitors, as well as visitors, to take part in the proceedings.
Included in the line up is Joanne Jenkins, principal of Jenkins UK, who through her association with Victorian company Fashion Forecast Services has been brought to Australia to give an exclusive insight into the four key umbrella trends driving the direction of autumn/winter 2007.
Other speakers include Stone and a look at the best of the new Australian ideas and trends for the future home, Fashion Group International, which will invite a panel of experts to debate international trends and their relevance to the Australian market and Tony Bannister from trend agency Scout who will present a series of seasonal colour trend reports on womenswear, menswear and accessories.
Kinsella says the seminars, which will remain unique to Fashion Exposed's Melbourne showings and cost $44 to attend, further enhanced the already great offerings available to the trade fair.
"These seminars offer a wonderful opportunity for retailers to be updated efficiently by experts. To hear an international expert present for less than $50 is incredible. You can't get that anywhere.
"It's a very important adjunct to Fashion Exposed."