Beginners luck appeared thin on the ground at Fashion Exposed in Melbourne, with a number of fresh labels claiming sales for the autumn/winter 2010 season were slower than anticipated.
Streetwear label Made By Metric representative Jesse Pidgeon said the event had generated “lots of interest – not lots of orders, but we’ve made lots of contacts and had good exposure”.
Similarly, first-time exhibitor Emma Knieriem of the eponymous sleep and underwear label said orders had been “a bit quieter than I’d hoped”. However, she said she had gained “lots of exposure” and was “getting the brand out there”.
Sebastian’s Sister designer Francesca Altenburg showed alongside fellow emerging designer Gemma Jameson of Eternal Safari. Altenburg said the duo had picked up a couple of stockists but benefited more significantly from the opportunity to network.
“Designing can be solitary, so it is good to come here and meet people and say, ‘this is my industry’,” she said.
More than 8200 visitors attended the three-day event at the Melbourne Exhibition Centre last week to view apparel collections from approximately 600 brands. Organised by Australian Exhibitions and Conferences, it was held in conjunction with the Australian Shoe Fair and the Bags and Accessories Fair.
More established exhibitors who spoke to Ragtrader said it was largely business-as-usual despite the economic downturn.
John Sinclair, of Sinclair Product Management, attended to promote brands including Yarra Trail, Love Affair and Bonds and said he thought people were placing good orders.
“There is definitely some caution, but general optimism about the economic climate is improving,” he said. “Buyers are taking a conservative approach to managing their inventory and they are looking for opportunities for indent orders throughout the season.”
Account manager for young womenswear labels Sass and Fate, Danielle Martin, was pleasantly surprised with sales figures for the two labels.
“Monday we were run off our feet, with four sales reps on the stand, all writing orders and other customers waiting,” she said.
Martin had been disappointed with sales at last year’s Melbourne show and said this year the orders were “definitely up”.
In addition to exhibitors, the twice-yearly event included fashion parades, industry talks and awards. The next show will be in Sydney from February 14 to 16, 2010, pushed forward from its usual time-slot in March.