Trade fair a launch pad for European designers

European womenswear label Dada & Co has created a new benchmark for labels debuting at trade fair Fashion Exposed, having secured 140 national accounts in just three days.

The recent spring/summer 2008/09 instalment of the bi-annual trade fair attracted approximately 6000 buyers and showcased 2000 labels across womenswear, menswear, childrenswear, streetwear, intimates, beach and body and eveningwear. A total of 550 companies showcased their wares, with a large number of global brands and first time exhibitors. 

Dada & Co, a 28-year-old Milanese womenswear brand that produces seasonal collections priced between $50 to $200, used the fair as an avenue to launch into the Australian market. National distributor Peter Zvedeniuk said the stand had a constant stream of customers from the time the show kicked off at 10am on March 9.

"We're now planning to present the autumn/winter season to department stores in Australia," he said. "The response was overwhelming - we had buyers coming back to our stand five or six times because they couldn't walk into the stand."
Carters of Echuca buyer John Carter, who has attended FEX since its inauguration in September 2000, said he has shortlisted the label for his boutique in Victoria's Echuca district.

"It offered a different look for us that really hit the mark with our middle to upper market niche," he said. "The stand was extremely busy throughout the whole trade fair so we will be following up with the owners for a potential order."

Carter said brands which offered a distinct point of difference at a competitive price point would continue to outshine their counterparts at FEX. He said delegates would meet with existing clients unless first time exhibitors offered a certain "wow" factor.

"We deal with a lot of existing labels by appointment outside of the trade fair," he said. "We go to Fashion Exposed to see what's evolving in the bigger picture and we, by all means, will trial new and interesting labels. But they have to have a fantastic idea that hits the mark."

Niche French linenwear brand Cannisse, which showed at the fair as part of the International Designer Showcase, also had a successful launch into the Australian market. According to French Trade Commission consultant David Clement, the label picked up four agents across the country and nine orders. Buyers were impressed by its solid focus on wearable linen clothes, Clement said.

"It was very positive for the brand," he said. "The owners are finalising the contract and the brand will be available in Australia [for summer]." For more on the International Designer Showcase, turn to page 17.

By Assia Benmedjdoub