![Hayono Setiadi: Collection campaign. [Main image: Búl.]](http://yaffa-cdn.s3.amazonaws.com/yaffadsp/images/dmImage/StandardImage/Bul - source 2014_97D06BB0-9475-11E3-A592005056A302E6.jpg)
Three designers set to vie for the National Designer Award 2014 next month have revealed what it takes to make it in the industry.
Speaking exclusively to Ragtrader as part of its upcoming March print edition, finalists Virginia Martin (Búl), Livia Arena (Livia Arena) and Hayono Setiadi (Hayono Setiadi) revealed challenges each of them have faced in the lead-up to their award nominations.
“Initially there were all the usual issues like finding the capital to start the label, finding investors, finding either retail space or stockists - somewhere to actually get the product to customers,” Martin said.
“It's not enough any more to just put your product out there and not try and engage with consumers - you need to connect with them personally...”
Fellow finalist Arena, also attested to the ongoing challenges which “revolves around being an independent label in a very competitive environment”.
“Australia has recently been opened up to the fast fashion market, so now the challenge is to maintain a strong position in the highly saturated local designer market, whilst also competing again the fast fashion set. One of the ways that the label tries to counter this difficulty is by offering a product that is unobtainable in the fast fashion market,” she said.
The three finalists took part in an exclusive Roundtable discussion coordinated by Ragtrader, and also discussed the costs involved with keeping their labels alive and the changing role of stockists as market competition heats up.
Commenting on the issue, Setiadi said maintaining his relationship with the retailers which stock his product s always top of mind to keep his competitive edge.
“I feel that they [the retailers] are the vessels between designers and customers, so I always research and study each stockist and agent I work with, finding out what their philosophies are, who they sell to and brands they represent.”