Victorian fashion set eyes China

MELBOURNE: Lisa Barron, Jenny Bannister, Thurley, Smena and Gwendolynne Burkin could soon be taking their first tentative steps into the burgeoning Chinese fashion market.

The labels, alongside a representative from L'Oréal Melbourne Fashion Festival (LMFF), are weighing up export and collaboration opportunities in China following an exploratory trade mission organised by the Victorian Department of Innovation, Industry and Regional Development (DIIRD).

Taking place from April 15 to 24, DIIRD retail and service industries project officer Lara Rodda confirmed the mission comprised showcases and media and networking opportunities in Beijing and Shanghai. "While it's too early to confirm how this program will pan out over the long term, as an exploratory mission, it was very successful," she said.

China's growing affluence and size had made it a "priority market" for Victorian fashion exports in recent months.
"There is still a strong bias towards big-name luxury brands such as Gucci or Prada among the newly affluent Chinese middle classes, but we believe now is the time to start planning ahead, as [Chinese] consumers are likely demand more niche products in future."

Women's couture designer Lisa Barron - who operates two Melbourne stores and wholesales nationally - said the trip had "rekindled" her interest in exporting. "China is not the easiest market to enter, but the Chinese have an insatiable appetite for 'the new' and the money is certainly there."

Barron - whose domestic collection comprises around 100 pieces at prices ranging from $450 to $1500 - was considering launching a smaller collection in China, with both sizing and colour palette "tweaked" for the Chinese market.

A Chinese launch could take up to five years, she said, adding intellectual property protection, financial and currency issues, as well as Chinese business protocols were key considerations. "Just as one example departments stores operate very differently in China. They don't have buyers as such; instead designers deal with distributors who then sell the product into department stores."

Rodda said the Victorian Government's offices in Shanghai were on hand to assist designers with business queries and follow-up with Chinese contacts. "We would also advise designers to seek professional advice about issues such as intellectual property protection and banking before setting up in China," she said.

By Belinda Smart