Veteran Australian designer Sally Smith has stepped away from traditional retail and wholesale to embrace what she calls “a bit of a retail revolution”.
The boutique womenswear designer closed her flagship boutique in Sydney’s Paddington in August and wound up her wholesale operations two years ago. Now, the designer’s creations are available only through the Sally Smith Studio, a private space Smith opens for three days every four to six weeks.
Smith was enthusiastic about the evolution of the Studio, a selling concept she began to experiment with a few years ago. “It was time to evolve,” she said.
Flow on effects from the closure of the designer’s traditional retail and wholesale models include a reduction in her label’s price points and its production demands. Smith said her signature dresses now sell for $198 to $465, while skirts retail between $175 and $235.
She described the three-day sales events as “small and exclusive”.
“It keeps it random, creates a bit of excitement. Customers don’t think about coming back next week for that dress because they know it won’t be available.”
Customers are advised of the Studio’s opening times via email, with minimal other promotion for what Smith terms the “underground” venture.
She credits the ongoing success of her label to her longevity, having founded her fashion business in 1993. Throughout the course of her career, Smith has participated in three Australian Fashion Weeks and cultivated stockists including department store David Jones and international boutiques.
“The David Jones connection made a huge difference,” Smith said.
Her current studio designs include asymmetrical dresses with pleating and green-infused prints.
Erin O’Loughlin