Image via Mogul Theory

Fashion Exposed Blog was recently invited to the WGSN global retail trend seminar with fashion powerhouse and Senior Catwalks Editor, Sue Evans of the UK. The presentation highlighted the best retail practices across the globe including retail strategy, multimedia marketing and visual merchandising.

WGSN Senior Catwalk Editor, Sue Evans

We noted down the key global retail strategies to share with you and the main message? Everything is changing!

It’s not just about the recession anymore, online and mobile are making retail an increasingly competitive market. But if there is one really key message Sue honed on the day, it’s communication. With the introduction of social media and e-commerce, she stresses there has never been more channels to talk to your customer. Use them!

“You shouldn’t expect consumers to come to your product any more. We have moved on from a list on your own website, you have to take it to them” – Sue Evans

Image via Social Media Fish, read their article ‘A Basic Social Media Plan for Fashion Industry’

So here are the top retail trends to consider for your retail business;

Think local or hyper local

Image via mobile marketing

– Social is the new local. Pinterest is in the top 5 and now rates as the third most popular social network in the US. Switch from search to discover mode and take your retail store to the consumer.
- Pinterest is moving from text to image, putting the impulse back into shopping. 87% of the users are female, but there is a new platform for men called gentlemint.
- An increasing amount of retail pop-ups on Facebook.
- Instagram – staggering 25 million users, a major driver for photo flow, send images with a link to buy online
- Tumblr is the social currency for young online. Topshop harnesses this potential by posting real time images of people wearing current Topshop product on the street, and a link for where to buy of course.
- Cash mobs – everyone pledges to support struggling retailers in the local area
- Build your local social program, remember the local everyman, collaborate with interesting companies to increase new interest in your brand or store, and provenance is increasingly important.

New retail rituals

– traditional retail rituals are changing, jump from social to online as retailers now have competition from bloggers, social icons and celebs. The new nomadic trend is taking product out to the customer. New pop-up online stores are happening in the streets where a virtual wall is set up for passers-by to scan and buy with their phones.
- Shopable films – shopable, pinterestable and tweetable
- Everything in my house – a dedicated online mag and store for lovers of interesting homes and lovehats.com where consumers can upload an image of themselves and virtually try on hats
- New retail communities, bloggers in collaboration with brands such as Jak&Jil with Club Monaco.
- Social gaming trend – fantasy shopper players discover and share fashion from the real world using fake money, but can buy at any time.
- Gocitygirl.com is a way to gossip and shop for girls under 25
- Look at new ways of presenting products to consumers online and make friends with these new retail stars, bloggers.

NOTE: For more on how to implement social media into your marketing strategy and enlist online influencers, read `Fashion PR Trends: How Tibi Manages Social Media and Works with Bloggers’ which is a conversation with Liz Walker the Directer of Public Relations at Tibi, giving an insiders view on how they have embraced the blogging community.

Stakeholder society

Image via Digital Fashion Culture

– retailers need to act more like a brand so stakeholder consumer will want to be a part of your society and stick with you.
- Ask the expert, such as on Sephora where they are tapping into their staff skill base and linking them to beauty talk forum, pinterest account, making it personal.
- Manifesto retail trend taps into consumer desire to see `giving’ retail attitude.
- Make sure you `get’ your customer, make them feel involved, leverage staff passion and expertise, and get philanthropic.

Be a smooth operator

– Being a smooth operator and becoming omni-channel, but don’t worry as hardly any retailers across the globe have got this right yet.
- Macy’s are the best example of omni-channel retail right now. After 9 mths they have gone from domestic to shipping to 101 countries globally. They doubled their earnings in last four years, so must be doing something right.
- Click and collect – a new trend where consumers buy online and collect in-store. ASOS are about to launch a pick up network of corner shops like 7eleven.
- Gucci equipped sales staff with iPhones to process sales anywhere in store and email the receipt to the customer.
- Donna Karan has reinvented the QR code to make it look fashion and pretty
- Richard Nicol with iPhone created a rechargeable handbag, plug phone into a discreet pocket and charge away.

Romancing the store

- The social entertainment of shopping will keep the four wall store alive, but it is essential to give a reason and woo the customer back in. Enrich the in-store experience by showing customer product with new meaning, and change it often.
- New lifestyle values trend – swap aspirational retail for health and beauty. New retail opportunity to cross sell.
- Staff just don’t sell the lifestyle they live it. Staff who skates and sells skate footwear means that customer’s lifestyle values are being understood.
- As consumers reign in consumption, beauty treats are on the rise. Fashion retail are bringing in beauty `spots’ into store to enhance dwell time.
- Heritage and provenance trend – real genuine props in store tied to a story with personality fixtures

Images lensed by Tommy Ton at MBFWA for Style.com

There are some success stories that just instantly inspire you to perform at your peak, to look at your work with fresh eyes and reach your ultimate goals. This is how we all felt when global influencer and one of the original fashion bloggers (launched in 2006), Susannah Lau aka Susie Bubble of Style Bubble came to Melbourne courtesy of Portable.

She spoke of the integral role bloggers now play in a brand’s marketing plan, and how this new relationship can be harnessed for a positive result on both the readers and the fashion industry. But it’s all about getting the balance right, one that is mutually beneficial but doesn’t sacrifice your independence or stifle your self-expression.

One of her top tips was to blog regularly with quality content. In the beginning she blogged 2-3 times a day which really helped with her organic search traffic on Google. Then it was just a matter of it growing slowly from 10,000 uniques a day to 20,000, then 30,000 and 40,000.

“This natural growth comes with time and dedication, ensuring you blog quality vs quantity, understand your readers reactions and your blog audience.”

Susie believes influence is more valuable than numbers and while she admits Style Bubble has less hits per day than some of the other bloggers in the fashion network, her influence is what sets her apart and can’t be measured by numbers alone.

Susie also touched on the ongoing global debate of bloggers vs journalists and she believes the continued comparison in holding bloggers up against journalists or critics is misguided.

“If we look at the dominant personal style category of bloggers, there is no inkling among them to be journalists… instead of fashion critiquing, bloggers are creatives through illustration, photos, styling, modelling, editing and writing, it’s a form of self-expression… there needs to be acceptance that projecting your own image our there is not journalism but a form of self-expression that connects with an audience… give up the comparison, move forward and allow bloggers to flourish in what they do”.

Overall, it is all comes down to one thing, `for the love of it’. Susie believes the blog landscape can be improved by taking pride in content and enjoying the task.

“Blogs should be valued and accepted without added hype or fanfare… treasure the diversity… brands/PR need to look deeper to find voices that are more valuable than established faces.”

It was an incredibly insightful seminar. A big thanks to Portable for inviting Fashion Exposed Blog.

We also had to share these top ten takeways from her chat, put together by LMFF blog;

1. Rise above the clutter – you need to find your niche and standout from the pack.

2. Story is even more important that timing, it is be better to have a story worth telling than race to get something up first.

3. Understand your motivations for blogging.

4. Ask yourself ‘what does your blog stand for‘ and think about how it may be perceived.

5. Think about how you may want to integrate brands into your blog.

6. Content is king – make sure you take charge over the editorial content and find your own voice.

7. Utilise other brands to create useful content for yourself and the brands you work with.

8. Learn to be a spokesperson for a brand – you have the potential to be their megaphone and amplify their message.

9. Remember “Bloggers are not the future of fashion magazines, they are the future of fashion branding” – AdWeek 2011.

10. Once established, consider moving your blog from online to offline and build real life experiences such as in store appearances, editorial styling, curating and more.

Fashion Exposed Blog flew into Sydney yesterday to experience MBFWA for a day. Sitting front row at the AJE shipwrecked ball SS12/13 collection debut was a huge thrill and what an incredible show. The Paspaley boutique on Martin Place was transformed into a very luxurious version of a deserted island, one we’re sure many of the editors and style set wouldn’t mind getting lost on, especially if it means pocketing a Paspaley pearl.

Pearlescent sand was sprinkled across the boutique display tops, littered with pirate treasures including crystal glass skulls and messages in bottles.

The first look (worn by model on the rise, Nicole Pollard) was a deep burnished gold sequin dress which twisted across the arms in decorative rope-like patterns, and their signature sequins just kept coming. From emerald green to squid ink black, and a stunning finale gown in opalescent white featuring exquisite train of hand sewn layers reminiscent of a goddess emerging from her clam shell. This is definitely one for the modern bride, especially coveting the Paspaley pearl choker necklace.

Click the link below to see the full collection;

Read more »

via Vogue Australia.

Romance Was Born collaboration with Marvel comics was an explosive burst of colour and pop culture to kick off MBFWA in celebratory style. The twitterverse was in hypermode with the fashpack posting runway imagery and backstage shots of models in larger than life brows and bright neon orange hair by Oscar Oscar Salons, Paloma Garcia.

Australian icon, Kirrily Johnston continued the excitement with her bohemian gypset inspired collection featuring florals and oversized crystal neck pieces with bright pink geode earrings and head scarves.

via Vogue Australia

See more of MBFWA Day 1 at Harpers Bazaar including Gail Sorronda and Gary Bigeni HERE.

With an underlying philosophy that states all pieces are `created in Pure Love & Light with the Pure Intent to bring Love, Protection and Empowerment to all who wear it’, you know you must be onto something special. Love from Venus is an inspiring jewellery label that has a heady dose of magic thrown in. Using the raw energy of semi-precious stones, the label truly reflects the quintessential Australian Spirit of a relaxed bohemian yet sophisticated lifestyle.

The concept peaked our interest so we touched base with Love from Venus director, Georgia Hatzis to gain insight into the spiritual purpose of the brand; how the energy involved in creating each piece contributes to the overall success of the brand; and the craftsmanship behind each design.

Read more »

Zebra bow style

Bay & Fyfe is an Australian based creative concept label. “We collaborate with artists to create beautiful pieces of art inspired fashion.” The label has just launched it’s first collaboration with Australian born DJ turned artist, Daimon Downey. Downey was part of ARIA winning music group Sneaky Sound System, before he picked up the paint brush full time.

“We were drawn to his impressive talent with mix media and use of off-beat colour palettes,” says creative director, Frith Hucks. “His art and sculptures are proudly displayed in many homes around the world. Now his art is taking centre stage for our collection of limited edition silk scarves.”

The collection entitled ‘Pastel Zoo’ features 4 icon prints, screen printed onto silk luxe. Each scarf is over a metre in size and their versatility make it a must for any fashion-forward woman who loves finding unique pieces.

The label has already developed quite a celebrity following with the likes of Miranda Kerr and sisters Kylie and Dannii Minogue all proud supporters of the label. The collection is designed in Australia and screen printed on to 100% silk luxe.

We took five with Bay & Fyfe founder, Frith Hucks from her Sydney base to discover the story behind the name; how the collaboration with Daimon came about; and her personal background working in fashion throughout Europe.

Read more »

The devastating effect the Labor government has had on the Australian fashion industry…


Thiis is an opinion piece written by Phoebes Garland co-owner of Garland & Garland Fashion, with Robert Garland who was described by Ragtrader as a “veteran rag trader” with over 30 years experience in the fashion industry. While Phoebes Garland was described as a “Power Agent” by Assia Benmedjdoub, editor of Ragtrader. Between the two of them, Phoebes & Robert Garland have over 50 years sales experience in fashion, publishing and advertising. Garland & Garland Fashion is a leading fashion agency based in Sydney and they are regularly sought for comment from various media on the latest business fashion topics and issues.

If the Liberal party needs to pick up some votes, they would probably gain quite a significant amount from the rag trade at the moment. With the Gillard government just recently passing an uncompromising amendment bill, under the Fair Work Amendment (Textile, Clothing and Footwear Industry) 2011, which has effectively banned outworkers working from home, as well as several other provisions which includes outworkers being paid superannuation, leave entitlements, and also insisting they must have a minimum of 20 hours a week to be paid from manufacturers.

This has pretty much put a nail in the coffin to whatever small manufacturing is left in Australia. And we should know, as not one of our labels our agency represents is Australian made anymore. And, aside from Cue, the majority of the Australian made manufacturing in textiles is very small indeed. We are definitely no longer talking large corporations anymore. Whilst in the interest of ‘protecting workers’, the Gillard government in conjunction with the TCFUA, has effectively managed to do the complete opposite. Our concern is whether the question of protecting workers rights is the real issue here? I think we also need to look at why the unions are instigating this, considering it’s timely that the union membership is down 50%. It begs to question, is this merely a way of gaining union membership by ensuring workers are working in a controlled union endorsed environment? Some would say Labor, has always been controlled by the unions.

CUE are manufactured in Australia

The other side of the coin is that small designers, pattern makers and any small manufacturing in the garment industry in Australia simply cannot afford to pay these entitlements. Nor decipher the red-tape rules, which have been enforced with textile manufacturing in Australia, without the fear of hefty fines. Where does the responsibility stop and start for ethical manufacturing in Australia? It’s such a grey area and so difficult to adhere to, regardless of manufacturers wanting ethical working conditions for their makers.

The Australian fashion industry has had a notoriously bad relationship with the Labor governments, mainly with Bob Hawke and John Button, effectively ending manufacturing in Australia, courtesy of the Button Plan, which resulted in the large volume of garment manufacturing being sent off shore.
Simply, the government wanted to sell minerals, oil and gas to China and what could we take from China in return? Answer = Clothing. Hence the protection offered by import tariffs was eradicated and the massive invasion of “landfill” garments began. Now there is barely a heartbeat to the fashion industry in this country.

Let us not also forget the recent changes the Gillard government’s new AWARD wages on Sundays and public holidays, which are also having a devastating, effect on retailers. Not to mention the effect the impending Carbon Tax is having on consumer confidence to spending, which in turn is impacting retailers enormously.

Whilst back on the subject of makers, with most of the larger corporations manufacturing offshore, there is still a question of an impact of the jobs of 40,000 makers and workers in Australia, which is what is at stake. Essentially, in a twist of irony, this bill has threated their livelihood.

Dominic Beirne, Managing Director of Australian Fashion Partners gave this insight into his thoughts on the issue.

“No doubt some of you will have seen my comments on my facebook, linked in and twitter profiles as well as Save the Australian Fashion Industry Facebook page.

I think it is imperative that as an industry we understand what the political realities are we are facing. Very few of us want to exploit our workers, they are all that stands between our ongoing success and industrial oblivion.

There is one side of politics that will not let us work with our business partners and the latest changes they have made to the Fair Work Act (FWA) and federal award means that our flexibility and respectful working relationships are history.

The TCF industry did not engage in political sniping in the 2007 election. We didn’t enthusiastically support the coalition Work Choices policies. Perhaps we should have, well not really because they weren’t that great. The policy however did give the ability and authority to individuals to negotiate with employers their conditions of employment. It recognised that some people want to contract, some people want to be part of a union and that some people just want to get on with things in their own way.

As an industry we have had one more nail put into our coffin. It is time that we started becoming activists for our own survival. Write, call visit and email your coalition Senators and Members of Parliament. Tell them what is happening to your business. Let them know how many of us there are and what is happening to our industry. Get them to help and VOTE FOR THEM.

There is essentially only one way to eliminate the despicable, anti-competitive and discriminatory amendments to the FWA. We must remove the ALP and their minority party and independent hangers on from government. Elect the coalition of Liberal and National parties to be our representatives and voices in parliament. Get some balance back.”

Read more »

Queen sung it first, but ever since then we seem to be living in their Bohemian Rhapsody. The tune title correlates to the continuous strain of free-spirited, `boho’ collections that no matter what the hot trend at the time, somehow manages to remain ever so casually in the background. While some might be quick to say the `boho look’ doesn’t suit them, there isn’t one girl out there who could actually say they don’t swoon over its iconic imagery.

Think Anita Pallenberg and Marianne Faithfull, Carly Simon, Twiggy, Francoise Hardy and Jane Birkin. These fashionable women have become style icons across the globe for their original take on the swinging 60s and 70s, irrelevant of trends, their style although classically era-specific, remains timeless.

The latest lookbook from Rhythm Girls is yet another example of this continuing boho aesthetic, a beautiful girl wanders aimlessly through the countryside on a journey to her innermost self, wearing floaty maxi skirts in floral fabrics, adorned in crystal jewellery. It’s pretty, whimsical and ethereal with a touch of magic thrown in. Let’s face it, we all want to be that girl.

Visit Rhythm Girls on Facebook HERE.

Article written and submitted by James Boston of Fashion Source.

While the final outcome always had an uneasy air of inevitability about it, for many a glimmer of hope persisted until the end; the hope that a Senate Committee charged with reviewing the Fair Work Amendment (Textile, Clothing and Footwear Industry) Bill 2011, would realise just how damaging the Bill will be to the TCF industry and the outworkers it purports to protect.

A hope that the Labor senators, tasked with the well-meaning pursuit of ending outworker exploitation, would stumble across someone in their review process with an ounce of industry knowledge or business sense. Instead they were showered with submissions from labour and human rights organisations that quoted out-of-date research papers and unsubstantiated claims such as “outworkers are paid on average $3-4 per hour.”

James Boston is the Managing Editor of ATF Magazine, Editor, Publisher and Founder of Window Furnishings Australia, Online editor fashionsource.com.au, textilesource.com.au, and most recently Editor, Publisher and Founder of OR Magazine. Narrowly avoiding a career in finance, James has spent the last decade watching, analysing and writing about the Australian TCF industry in both his own publications as well as a number of mainstream titles.

Why is it that not one Government Senator questioned these claims? It wouldn’t have been hard. Perhaps something along the lines of “If the average Australian outworker is paid $3-4 an hour (and China is now claiming an hourly minimum wage of around $2 an hour), why is 93 per cent of garment production offshore?”

The TFIA and a number of industry members did make written submissions. None disagreed that legislation is required to avoid exploitation of vulnerable workers. However, significantly, most were focused on the problems this legislation in its current form will cause for the outworkers and the industry (such as preventing outworkers from acting as independent contractors). But it seemed that the Senate committee did not give weight to any such concerns, preferring the testimony of labour academics instead.

Read more »

via Neo Dia

According to their website, Neo Dia craft `unique magical prêt-à-porter collections’. And it couldn’t describe the collection more accurately. The Neo Dia design duo, Gavin Lowes and Becky Chua have mastered sharp tailoring techniques, drawing on their inspirations from the great architectural-art magicians – Gehry, Bauhaus and others – that really give this emerging label its backbone. The architectural application is shown in the obvious sculptural references, the clothing moulds the body to enhance its shape and sometimes propose new features that previous clothing collections are yet to distinguish.

Both graduates of fashion at renowned institution RMIT (Melbourne, Australia) Gavin and Becky met on the first day of the course and `have been stitched at the hip ever since’.

“With individual aesthetics so aligned, a collaboration between the two young designers was impossible to resist. Neo Dia was born of a shared vision for modern, ready-to-wear collections with a sassy algebraic twist.”

We were delighted to introduce Neo Dia to the Fashion Exposed show floor as recent finalists in the DEBUT competition for the Sydney event. Their awe-inspiring pieces were marveled by many, replicated by none.

For more images from their current range Stoic Stratum and previous collections, visit their website www.neodialabel.com