Aussies pass on European fashion

Australians believe designer brands are overpriced and no better quality than standard brands, an international survey has found. ACNielsen's Global Online Consumer Confidence and Sentiment survey, which polled more than 23,500 people across 42 countries - including 500 Australians - revealed 67 per cent of Australians did not purchase from major international brands such as Gucci and Yves Saint Laurent. More than one third said they wouldn't purchase these brands' products even if money was no object.
ACNielson executive director Nicole Torkar said the findings could be indicative of Australians' patriotism to homegrown brands such as Colette Dinnigan or sass & bide, which weren't included in the international designer brand listing.
"With the high profile Mercedes Australian Fashion Week still relatively fresh in the memories of Australia's fashionistas, no doubt these survey findings will be astonishing to most," Torkar said. "While consumers in many markets we surveyed around the world respected and paid homage to the leading designer fashion brands, the tyThe survey also found Australians were the third most likely globally to opt for imitation designer brands with 29 per cent saying they thought imitations were as good as the real thing.
Despite this, global consumers placed Armani, Gucci and Louis Vuitton at the top of the survey's 'Most Coveted Fashion Brands' ranking.
"These fashion houses clearly understand that strong brands make for profitable businesses," Torkar said. "They are not merely selling fashion - they are selling an image- something many consumers are willing to pay a premium for."