Trade fair Fashion Exposed is set to kick off from February 22-24, 2014 at the Melbourne Exhibition Centre. Here, ragtrader.com.au presents a series of exclusive interviews with keynote speakers from its business seminar line-up.
STYLEDby: Stefnee Stonnell, editor/creative director
1. What are the hottest fashion trends emerging so far for 2014?
Leather… It aint going anywhere folks! Stripes, clean lines, tailored silhouettes, digital graphic prints and accessorising with fine jewellery. Metallic’s and Sportluxe are also two key trends that are still influencing us from the runways.
2. Are there any particular consumer shopping trends that retailers can capitalise on?
Absolutely, this little thing called the internet. The rise of digital and social media has allowed fashion to filter around the globe so much quicker. Australian online retail sales rose to $14.4 billion for the year in October 2013, a level that is equivalent to 6.4% of traditional retail spending. People want to, and do, shop on the go. Mobile shopping and apps are the e-tail of the future.
3. What's the best way to spot a top seller/trend?
From season to season you will consistently find key trends. They're always influencing and always evolving, almost an extension of the previous year so you develop an eye for key cuts and silhouettes. You will usually find that they are the best sellers from the year before.
4. Which Australian retailers do you think are 'doing it right' in terms of best representing current trends in a marketable fashion?
I would have to give props to Witchery. Not only do they offer quality 'on trend' garments at reasonable prices, but they understand the digital trend movement and the importance of social media. They have aligned themselves with some of Australia’s most in demand social influencers and style set such as Carmen Hamilton, Claire Fabb and Eleanor Pendleton.
5. Have current trends in the Australian market changed the way retailers should approach branding for success? Why/how?
Absolutely! Thanks to the rise of the blogger and online media, businesses are becoming aware that they need a digital marketing budget within their marketing budget. Brands are striving to create content that tell stories to engage the consumer, instead of simply shouting at them.
Stefnee Stonnell is editor/creative director of STYLEDby.