Then & now

Interview


EACH FORTNIGHT RAGTRADER TOUCHES BASE WITH A BRAND PREVIOUSLY PROFILED IN THE MAGAZINE TO SEE HOW IT HAS EVOLVED IN THE INTERVENING YEARS. THIS WEEK BELINDA SMART CAUGHT UP WITH CINDEE SMITH, CEO OF MELBOURNE FASHION INCUBATOR.

What were the key issues or challenges for your company five years ago? And Now?
The key issue was getting the Fashion Incubator name known within the retail and fashion industries. Making people aware of what the Fashion Incubator is and where the retail gallery was located was also important and posed a challenge in the beginnings of the organisation.
Also gaining sponsorship was definitely a challenge for us, as at that time, little was known about the organisation.
The key issue today is gaining sponsorship. Many larger companies are unaware of the Fashion Incubator and the competition for sponsorship is fierce, making it often difficult to gain large sponsorship agreements. In saying that, the Fashion Incubator has been successful in gaining small sponsorship however sponsorship in the form of financial support is by far a key issue.

What was the range like five years ago? And now?
Five years ago the range consisted of a mixture of men's and womenswear, as well as accessories including bags, shoes, jewellery and homewares. The range was elaborate and unique with many of our past designers now experiencing their own fashion business success.
The range we stock now is similar in many ways, being that there is still unique range of clothing and accessories. However now, the designers' collections are more in depth and offer a larger selection of garments in each range. Our made-to-measure service has also gained popularity. The garments are targeted towards a range of audiences, ranging from the lower end of the market through to the high end and even including couture garments.

How many stores/wholesale accounts did you have five years ago? How many now?
Then the Fashion Incubator had a small range of store accounts that included Myer and a selection of other small boutiques across Melbourne. Today, however, the Fashion Incubator has increased its accounts to include Husk, Alice Euphemia and a range of stores overseas.

What was the retail climate like for your sector five years ago? How has it changed?
Five years ago it was much quieter and slower than it is currently. We were located on level five of Melbourne Central, which proved to be a quiet retail space. However since our permanent move to the current retail space on level two of Melbourne Central, the retail climate has become much busier and opportunistic.

What was your approach to marketing and promotions five years ago. And now?
It has not changed dramatically. A commonality between now and five years ago is we have never markets ourselves directly. Due to the fact the Fashion Incubator is unique (the only incubator in the world that features, retail, studios, events and training in the one facility) and has such an amazing variety of designer talent, we do quite well with media exposure.
Now the Fashion Incubator is involved in many more events than it was five years ago, including every major fashion festival/week and other related events. We have also done well through word-of-mouth, as every person who comes into the retail gallery is told about the organisation and we are always pleasantly surprised about how many people have heard about the Fashion Incubator.

What was the approach to staff training five years ago? And now?
Our approach to staff training five years ago was fairly minimal due to lack of resources. However, now we have access to training resources and will be offering a certificate IV in retail to designers, to allow for a formal retail and sales approach within the store.
The Fashion Incubator designers each work in the retail gallery. Also we have many work experience students who come to the Fashion Incubator to gain some form of retail and sales experience.

How many staff did you employ five years ago? And now?
The Fashion Incubator is run by volunteers. We have up to 40 volunteers who provide their time for different events and who assist in the daily running of the business. We have between two to 40 volunteers working at any time. Depending on the event, we have photographers, models, dancers, stylist, event organisers and the designers all working as volunteers during those times.

What has been the most significant moment over the past five years?
Moving into the new premises. It had been a long time in waiting for the Fashion Incubator team and was cause for much celebration with our store opening held last month. After five moves during the Melbourne Central renovations, it is great to be in a space (called the retail gallery) where we sell stock and hold all our major events and fashion parades. The retail gallery also includes work rooms, studios and offices.

And the worst?
We have not experienced anything we would consider as being the worst. The organisation has and still does face challenges which we approach and handle the most proactive way possible.

:Any other comments?
The Fashion Incubator is an organisation that is unique in its set up and the way it is run. Since moving into the new space, the opportunities for the organisation has grown and increased at an amazing rate. With international prospects and large sponsorship agreements in the process, the future of the Fashion Incubator is definitely going to be an exciting and successful one.