Oz labels tap into French demand
SYDNEY: Publicity and creative agency Blue Pedal has unveiled a daring plan to venture where Australian fashion marketers traditionally fear to tread: France.
According to Blue Pedal communications manager Leesa Fogarty - also the creator of Marajoara swimwear - it's high time the French market be made aware of the true merits of Australian fashion. To this end the agency is launching the Blue Pedal Es Moda program, designed to secure French stockists, agents and e-commerce trading facilities for 12 handLaunching on September 1 in partnership with Paris boutique public relations agency Holy Grail Marketing, the scheme's first priority would be to "build French awareness of all things Australian", Fogarty said, adding designers would be able to take advantage of "unique opportunities in the French press" either individually or as a group.
\Thus far a raft of labels - including How.U.C.Me, Michele Rene, Hussy and Madame Marie - have expressed interest in participating in the program, which will accept submissions until the end of July before making a final decision.
While French PR firms charged retainers up to Euro 5,000 ($A7,900) per month, the Blue Pedal Es Moda Program promised to provide participants with a bilingual PR representative for $A3,750 per month plus variable expenses. Designers might secure funding assistance for the program from government bodies Austrade and AusIndustry via the Export Assistance Grants and Small Business program respectively, Fogarty claimed, adding they would need to commit to at least six months to reap the benefits of the program.
"A committed public relations program in the French market will assist designers in reaching buyers and agents and is often the deciding factor in converting interest to sales."
Es Moda would target selected high end retailers to "build an exclusive presence in France for Australian brands", while other initiatives would include a marketing 'e-zine' and promotional events linked to September's France-hosted Rugby World Cup, she said.
"We'll also be running a host of initiatives including targeted campaigns for the consumer and trade media as well as TV and a drive to capture interest from European buyers visiting France in September for the Lyon Mode City fair."
With Blue Pedal accepting submissions for Es Moda until the end of July, successful participants looked set to benefit from untapped French demand for exclusive overseas labels, she concluded.
"In the past there was a perception in Europe that Australia just copied European designs, but that's extremely outdated. Our mission is to show the French market the freshness and originality of Australian style."