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Fashion News: Overseas buyers hot for Aussie fashion
Apr 24 11:00am
High-end fashion buyers from the UK and Indonesia are preparing to spend up big at next week’s Australian Fashion Week.
Yana Handali from fashion store Velvet in Jakarta, who already stocks Australian designers such as Melanie Cutfield, said Australian Fashion Week would be her key buying trip for all seasons.
She said she believed the Indonesian market had tired of European designers.
“More Australian designers are gaining popularity in the international market,” Ms Handali said.
“Many Indonesian people are luxury brand conscious but also interested in Australian fashion for its fresh and innovative appeal.”
Australian designers such as Sass and Bide, Willow and Kirrily Johnston already have a big presence in Indonesia.
Meanwhile, high-end UK and European fashion buyer Claret Showroom, which has already demonstrated its taste for Aussie fashion, says it wants to sign two more Australian labels.
Claret Showroom has already signed White Suede, Alice McCall, Melanie Cutfield, and Milk and Honey.
“Australia gives rise to an impressive number of talented designers offering refreshing designs to the northern hemisphere,” said Alex Lyles, who set up Claret Showroom in 2005.
“The prints that emerge within their collections are particularly interesting and popular with our clients.”
According to Hannah Weimers, UK business development manager at the federal government’s trade agency Austrade, Australia is seen as an aspirational brand.
“Brits are keen to buy into the positive brand image,” she said.
“Successful Australian brands in the UK have a strong point of difference that cannot be found in the high street store.
“Their pricing will be competitive and their collections will take into account the UK seasons and consumer demands.”
Australian brands like Sass and Bide and Willow already have a big presence in UK top-end department stores such as Harvey Nichols and Selfridges, which has fuelled the desire for more, she said.