A penny for your thoughts

If Bob Dylan were still crooning about how times were a-changing, he'd have his work cut out for him - at the very least in this tempestuous industry of ours. This week, the phones at Ragtrader rang hot with news that some of Australia's most iconic stalwarts were dusting off their tried-and-tested formulas and venturing into new, unpredictable waters.

First there was Myer, that hulking department store giant that's been carrying the onerous weight of its volume purchasing for years. Under the new leadership structure, headed by the often complimented CEO Bernie Brooks, it's done much to turn this dangerous retail strategy around. No doubt helping to ease the burden is recently promoted Myer head of apparel Judy Coomber.

The new director of apparel, cosmetics, accessories and footwear has substituted Myer buzzwords like "mass market", "broad" and "volume" with snappier slogans like "examining", "refining" and "streamlining". Coomber wants to win back some designer market share and to do that, a raft of new labels and in-store promotions are about to be introduced. She's not placing all her cards on the table - be assured, we've been tempted to look - but great things can be expected from the few aces she's already drawn. We'd all like a piece of Vivienne Westwood or some Armani denim, no?

Then came the call from one of Australia's most respected fashion agents and the woman who helped Alex Perry consolidate his move into the wholesale market for autumn/winter 2008 - Susie Sharrock. After 18 years of aggressively tipping away under the radar, Sharrock has invested in some serious self-spruiking with a new look logo, brand message, website (which will be completed at the end of May) and graphics.

Even her own Perry, who's long dominated the top-tier bridalwear market, announced he was breaking with tradition with the release of a bridal line for the working woman. Priced from $2000 to $8000, the collection is a lot less than the $26,000 he can often command but still slightly (read: enormously) out of this journo's meagre price bracket.

And who could forget that mammoth fashion spectacle that takes place at Sydney's Exhibition and Convention Centre every March? Fashion Exposed and Preview. Organisers of the trade show have been engaged in somewhat of an uphill battle trying to turn its conservative image into one that reflects the true spirit Australian fashion.

A month on from its spring/summer 2008 instalment and murmurs abound that it's managed to do just that - even this cynical Gen Y'er has to admit it's looking pretty damn good. First, there was the strikingly clean advertising campaign - who could forget that doey-eyed model staring out from a sea of white and green gorgeousness? - which flowed on into the new-look trade area. Gone were the cluttered stalls and murky colour schemes, replaced instead by a clean white backdrop and focal points that reflected Australia's vibrant fashion offer.

New designer precincts for menswear, childrenswear and even accessories added to the decidedly stylish mood, with many buyers commenting on the ease of moving between different sections of the fair. Even the runway shows were more cleverly styled, with an emphasis on trends, colour and shape as opposed to just classicism and wearability. It had many buyers salivating in expectation for the autumn/winter 2009 instalment in September.

So what do the great winds of change have in store for us next? Well, Rosemount Australian Fashion Week kicks off in a matter of weeks and fresh new labels will be looking to make their mark on the domestic and international fashion scene. One of those is Adam Wore Short Pants - I can't wait to see what he'll be wearing should that great gust of wind suddenly render him over the age of 60.

By Tracey Porter