Best independent womenswear - Special mention: Andiamo, Belinda, Directions
Certain retailers in this year's women's independent category - Andiamo, Belinda and Directions - deserve a special mention for their ongoing contribution to the fashion retail scene.
In different ways, each of these Sydney based businesses has demonstrated an unwavering grip on its target customer through standout product, service and culture.
Proudly Australian made, Balmain boutique Andiamo's self-named label has expertly constructed its range to allow "real women" to build a wardrobe over time while consistently providing excitement and newness. With top prices for locally made pants at $200, Andiamo also represents unbeatable quality and value for money, while its size range is realistic and generous.
But what really sets it apart is its refreshingly unpretentious approach; it has wisely eschewed a formal customer loyalty scheme as "too corporate" for its customers, while its latest ad campaign - featuring founder Ronnie Sansonetti and her team as models - is a breath of fresh air that fits perfectly with its brand message.
These days Belinda Seper ranks as a household name among fashionistas; she regularly travels far and wide, scouring the globe for the best that international premium brands can offer, while also supporting Australian labels such as Gail Sorronda, Lover, Alice McCall, 18th Amendment Josh Goot, Yeojin Bae and Willow.
As she puts it, her exclusive "Belinda" branded stores; Belinda, The Corner Shop, Belinda Shoe Salon, The Frock Exchange and Belinda Menswear "strive to deliver something fabulous our customers haven't seen before, ensuring that their expectations are not just met, they are exceeded." Seper also "puts back" into industry through her involvement in a number of fashion and industry related committees, which also allow her to watch for new talent entering the Australian market.
Founded by Joanne Meisner two decades ago, Directions is regarded as a byword for Australasian design, with names including Akira, Collette Dinnigan, Kate Sylvester, Kirrily Johnston, Lisa Ho, Mad Cortes, Third Millenniumn, Trelise Cooper, Verge, Vixen, Willow and Zambesi lining its racks.
Servicing a broad spectrum of women, Directions' influence in the market is such that Meisner has persuaded high-end brands from Akira to Trelise Cooper and Kate Sylvester to offer larger sized clothing. As a member of the board of The Whitehouse School of Design, she has also made a laudable contribution to nurturing local talent.
Most importantly however, she has successfully created a community of faithful staff and customers that is based around people without compromising its firm grip on business systems and efficiencies.