Mum's the word: IMG stays silent
SYDNEY: Organisers of Australian Fashion Week have remained tight-lipped in the face of criticisms over its trans-seasonal instalment.
Representatives from IMG, the global marketing group which stages both the spring/summer and trans-seasonal shows, refused requests for an interview following a series of poor reviews from international buyers and designers.
Representatives said they were happy to "lock in" an interview discussing the runway shows but baulked at the prospect of addressing concerns surrounding the inaugural event.
"You can send through questions if you like but at this stage it looks like we'll hold off on interviews," one communications representative said after first agreeing to lock in a "general" post-event meeting.
As reported in the November 2 issue of Ragtrader, key criticisms from industry included the timing of the event, poor attendance levels and the absence of high-profile designers. Tricia Lum, a partner at Singapore boutique Antipodean and a regular Australian Fashion Week attendee, said the trans-seasonal instalment paled in comparison to previous autumn/winter showcases.
International business consultant and former Austrade executive Caroline McIntosh said IMG had taken positive steps in relocating the event from Melbourne to Sydney, but admitted the communication process could have been streamlined.
"From a domestic point of view the change of location was certainly a huge improvement in regards to attendance, at least in a media coverage point of view. The next step would certainly be to start the communication process regarding the event much earlier."
McIntosh said it was also difficult to attract American and European buyers to the trans-seasonal instalment because demand for lightweight winter garments was low.
"Only a few markets would fly all the way to Australia to buy Trans-seasonal. Only South East Asia and the Middle East are probably interested in lighter fabrics for winter. Maybe offering a better special airfare deal may help some buyers and media to fly to Australia twice a year."
Fashion Group International regional director Mary Gualtieri believed the event needed to be more accessible to industry. She said because there was lower demand for trans-seasonal garments from American and European buyers, more local members should be involved in the showcase. Gualtieri said many were not even aware when the trans-seasonal instalment was being staged.
"Maybe they should [also] consider teaming up with and assisting designers to get to the point where they can stage a show at fashion week. There are government systems that can help finance them to get to that point. A lot of the time, shows like that can wipe out a designer financially."
IMG declined to comment on whether the event would be staged again next year.
By Assia Benmedjdoub