Trade fair exposes new look
MELBOURNE: Fashion Exposed has implemented a dramatic re-vamp ahead of its upcoming Sydney instalment with the aim of further focusing its offer.
Scheduled from March 9 to 11 and showcasing spring/summer 2008/09 product, the trade fair will feature new branding imagery created by Melbourne creative agency Studio Brave. In addition an enhanced fit-out comprising white stands and a new layout - with a more focal positioning of key areas such as preview - were intended to make the fair more engaging and easier to navigate, confirmed AEC fashion director Jane Harris.
"We are thrilled with the new look fair and believe each exhibitor and visitor will benefit from the considered changes we have incorporated. Whether you are visiting your regular supplier, searching for the latest trends from around the world or looking for new names, Fashion Exposed and preview provide an unrivalled offer."
Fair organiser Australian Exhibitions and Conferences (AEC) confirmed an estimated $58 million worth of business was written at the March 2007 fair as a result of increasingly targeted attendance from industry decision makers.
Melbourne label Edgar, to make its first appearance in March, confirmed the fair's focussed offer was a drawcard.
"We looked at doing a high profile, glitzy fashion show but we realised we're far better off getting a big stand and making a strong statement at Fashion Exposed," confirmed Simon Pithie, director of Edgar parent company Designroom Group.
"We believe Fashion Exposed is the best way to meet face to face with retailers and give buyers first hand experience of the product."
Edgar - which launched three years ago and specialises in cool women's and men's basics - would unveil an expanded range catering to a broader demographic at the fair, he confirmed.
"We recently released a "rock surf" line featuring the work of photographer Charles Peterson - who famously photographed Nirvana lead singer Kurt Kobain's last concert - to appeal to that younger Ripcurl and Roxy customer. Over coming seasons we also hope to launch product to capture an older demographic. We're expanding in both directions."
At the time of writing a number of other first-time exhibitors - including womenswear labels Terrene Searle and Hale Bob and youth brand Da Da & Co - had also confirmed their attendance.
Other highlights in March will include the launch of the "Junior" childrenswear and "Designer Menswear" precincts, as well as compact seminars dubbed "Hot Half Hours" from the Australian Retailers Association, addressing topics including marketing, visual merchandising, finance and HR.
By Belinda Smart