Oz designers sling their way to Singapore
SYDNEY: Jayson Brunsdon's push into the Singaporean retail market has come as little surprise to industry experts, with many speculating trade between the two countries will intensify as ongoing government initiatives kick off.
Brunsdon stunned fashion commentators earlier this month by announcing the official launch of his free-standing boutique in Singapore's Orchard Road shopping precinct. It was believed Brunsdon, who sells through one department store and one specialty boutique in Singapore, would initially expand his domestic retail base beyond the label's flagship site in Sydney.
However, Austrade Singapore business development manager Mark Chau said ties between Singapore and Australia were stronger than ever with labels such as Manning Cartell, Lucky 13, Thousand Reasons, State of Georgia and Saint Augustine being some of the latest to hit the market. With plans to create two integrated resorts by 2010 and a successful bid for Formula One racing this year, now was a lucrative time for Australian designers to launch into Singapore's retail sector, he said.
"Brands in Australia can take advantage of these future developments by working to cement a presence in Singapore at an early stage," he said, adding Austrade proactively linked labels with its various business contacts in the region. "The Singapore market is ripe not just to sell into a store or establish representation but also is an opportune time for brands which might have in their business strategy, a focus to establish direct investment in their export markets."
Australian High Commission media manager Jasmin Seah said ongoing trade collaborations between the two countries would also bolster TCF export opportunities. Ozmosis 2007, an initiative which brought over 50 emerging and established designers to Singapore across six design exhibitions and events, saw the historic signing of a memorandum of understanding between Design Singapore and the Victorian Department of Innovation, Industry and Regional Development.
The kickbacks of the agreement are ongoing with Design Singapore set to present a forum at Melbourne's State of Design festival this July and support an exhibition of Singapore designer Grace Tan at design university RMIT.
Chau said in order to build on the commercial ties between the two countries, it was important for designers to understand the needs of the market.
"An attractive export pricing coupled with necessary marketing support is imperative in sourcing trade buyer interest."
Brunsdon's boutique will officially open at the end of this month with further openings planned across Malaysia, Hong Kong and Japan.
By Assia Benmedjdoub