Australian designers are taking on the world. Here are three lessons on how they are making it happen.
1. Alice McCall: the power of partnerships
In January, Alice McCall made history as the first Australian designer to open a retail store in China. The store opening was the result of a franchise deal with The GLS Group's Giselle Wang. Located in Dalian, northeast China, it is slated as one of potentially ten boutiques to open across China in the next five years. Australian homewares and design brand Kikki.K is also on the brink of signing a partner for the wider China market, following store openings in Hong Kong and Singapore.
2. Ellery: the power of endorsement
Last year, Ellery also broke records as she followed in the footsteps of Collette Dinnigan and Martin Grant. After showing off-schedule in Paris for four seasons, she became only the third Australian designer to show as part of the city's official program. The endorsement was given by Federation Francaise de la Couture du Pret-a-Porter des Couturiers at des Createurs de Mode. The designer is already stocked in leading European sites including L'eclaireur in Paris, Dover Street Market in London and Net-A-Porter.
Prior to accelerating its rollout of stores in the US market, Zimmermann made a key strategic decision: it would present each new collection as part of the New York Fashion Week schedule. The move away from its home base of Australia was geared at creating consistent brand awareness among US media, buyers and consumers. It now operates stores across California and New York.
