Newsletter
ISSUE 1
July 2009
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| WELCOME
to the first Australian Fashion Exchange
E-Newsletter.
I would like to welcome each of you,
you are all truly amazing individuals
and I thank you for the wonderful passion,
inspiration and contribution you bring
to the group.
You are the foundation of Australian
Fashion Exchange and the key players in
the transformation of the future of the
Fashion Industry in Australia. I thank
you for being part of this exciting journey.
I am committed to each of you achieving
your goals, and will continue to create
affordable initiatives to overcome your
road blocks.
I invite you to share your success with
the group through this forum (the newsletter)
and let’s celebrate each others
glory.
As an individual we are powerful beyond
measure and as a group we are unstoppable.
Ashan Winslow |
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NEW MEMBER PROFILE |
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Belinda-Jayne - Designer,
Dolly Rockers |
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| Welcome
to Belinda-Jayne (BJ) Cole and her jewellery
label, Dolly Rockers..
www.dollyrockers.com.au
Adventurous and creative Belinda-Jayne
(BJ) Cole has chosen the name Dolly Rockers
for her jewellery label. Inspired by her
trips overseas and working for over 10
years as an accessories designer and developer
for some of Australia and New Zealand's
leading fashion companies, she is committed
to creating beautiful and unique statement
fashion jewellery for women of all ages.
Famous for her creative use of materials
and innovative designs, Belinda-Jayne
Cole is one of the newest "statement"
jewellery designers to emerge in Australia.
All Belinda-Jayne's jewellery is handmade
and displays magnificent workmanship.
Her 'high-end fashion' inspired jewellery
often features rare and unique 1960's
and 1970's themed materials reworked for
a contemporary look. Each piece is a statement
in its own right and a true delight to
wear.
Why did you decide to join AFX?
What do you hope to gain as a member for
your label?
I decided to join AFX because I was immediately
attracted to their idea of designers joining
forces to attract a wider audience. I
liked the idea of belonging to a support
network whose goals and outlook were the
same as mine. When I spoke with Ashan
I instantly knew that if I joined AFX,
my label, Dolly Rockers, could achieve
almost immediate results that would have
normally taken years to achieve on my
own.
As a member I hope to reach a wider audience,
offer support to other designers where
I can and to generally enjoy the process
of watching my label develop and grow.
What has been the most challenging
aspect in your label’s journey so
far?
Having the time to design and create my
jewellery, sell and then try to concentrate
on marketing and promotion. Sometimes
it can be hard to stay ahead of all the
opportunities out there for young designers.
Having AFX’s assistance will be
most helpful and allow me to concentrate
on other areas of my business.
Any tip/insights you can pass
on to fellow members that you have learned
along the way?
You don’t need to spend a fortune
to achieve great results. The internet
has been an invaluable money saving tool
for me. When I first started I was getting
quotes for a website starting at AUD$3000
up to $12,000. I thought I would never
get a ‘cheaper’ website that
did not look like a pre-schooler’s
mummy had designed it. After many hours
researching web developers I came across
a USA company that designs online look
books for artists and designers and charges
a fraction of the cost of most web designers.
I also found a company called moo.com
who makes stylish business cards, swing
tags, postcards etc for a fraction of
the cost and quantity. I have used the
internet to its full advantage in all
areas of my business. It may take a bit
of time and commitment but the money you
will save will allow you to spend it on
other areas of your business like marketing
and so on. |
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INDUSTRY IDENTITY INTERVIEW |
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Paul Fields - CEO /
Designer, STAND |
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| Paul created
STAND in Las Vegas. Paul Fields started
his career when one day a voice within
his soul spoke to him with one single
word, “clothing.” Paul met
the director of Youth With A Mission from
Las Vegas who asked him if he would move
to Vegas to help pioneer their label at
the age of 23.
STAND is a cutting-edge street-wear label
designed for the fashionable man.
STAND is well known for its tailored
fit, eye catching graphic tees, attention-to-detail
garments and designer edge styles. Collection
pieces can be worn for a day or night
out on the town, to a rock show, sporting
event, to a party…diversity is key.
It’s expression through fashion
with attitude.
Since returning to Australia in 2006,
STAND has quickly drawn a firm following
from within the Australian market.
The team at STAND has extensive knowledge
and training in the field of fashion and
graphic design, and have worked for a
number of well known international labels.
The team also boasts a wealth of understanding
in offshore manufacturing, production
and quality control.
- What has been the most challenging
aspect in your label’s journey
so far?
I would say its been all the negative
feedback from within the industry –
people saying “you’ll never
make it” and trying to put me
down. But this has just inspired me
to work harder to prove them wrong!
Overall, the hardest thing has been
getting people to believe in the label
and get the business up and running.
- Any tip/insights you can pass
on to AFX members that you have learned
along the way?
First and foremost, believe in yourself
and your product. When it comes to agents,
do your homework. Talk to other labels
they represent to get feedback. I have
been burned here before because I didn’t
do my homework.
- What is the marketing idea
that has had the greatest results in
your label’s journey?
In the US, we gave some of our garments
to Jack Johnson and this really got
it out there. I would suggest you find
someone in the limelight, a celebrity,
athlete or someone with a high public
profile, and get your product into their
hands. At the moment, we sponsor up
and coming Aussie bands. Getting endorsements
is hard, just get them to wear your
clothes.
- Keeping emerging designers
with a lot of passion and a limited
budget in mind, where would you suggest
they focus their time, money and energy
first to get their label off the ground?
The most important first step is
to put your time and energy into creating
quality product. Do your market research,
check what’s out there already
and find the gap in the market. I would
suggest you take your label to stores
yourself. This will help you build a
relationship with the stores early on.
Do the hard yards.
- When do you know you have
made it?
This is a tricky question. I don’t
think I have made it yet. I want STAND
to be global and we are working towards
this goal. I think everyone’s
journey is very different.
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CLUSTER MEMBER PROFILE |
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Kerry McDuling |
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| Kerry
McDuling
Australian Fashion Exchange Public Relations
Specialist
PR specialist Kerry McDuling has come
on board to provide low cost specialised
advice to AFX members in public relation.
Kerry can help you with the following
items:
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Development of a public
relations strategy, taking into account
your individual business’ goals
and your label’s identity. |
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Identification of a
newsworthy angle about your label
for each media campaign. |
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Identification and compiling
of a journalist database, depending
on your target audience. |
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Writing of media releases
and press kits. |
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Distribution of media
releases and press kits to target
media. |
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Media follow-up and
media enquiries attended to, photo
opportunities arranged where applicable. |
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Blogs, customer newsletters,
facebook and You Tube (viral marketing)
strategies and idea generation. |
Kerry McDuling, a Public Relations specialist,
has over ten years experience in the Public
Relations sector and as a freelance journalist,
writing for a number of national and international
publications on a variety of topics, including
fashion, lifestyle, sport and business.
She was the National Communications Manager
for an international real estate organisation,
Harcourts Australia, for three years before
deciding to start her own boutique Public
Relations business almost two years ago,
servicing the internal and external communications
and public relations needs of a number
of clients in the fashion, real estate,
franchise, sport and small business sectors.
She is also a published author of educational
text. Kerry holds a Bachelor of Arts degree,
majoring in Journalism and Psychology.
Public relations and publicity is vitally
important to building the profile of your
label among customers and buyers (your
market). This is because if your market
doesn’t know about your label and
garments, how do you expect them to buy
from you?
You need to firstly tell your market
you exist, then you need to tell them
about your label and garments, and finally
you need to tell them how you can solve
their fashion problems.
You have to communicate with your market.
This is called Public Relations.
The best way to communicate widely with
your market is through the media. This
includes newspapers, magazines, TV and
radio, in both the traditional and online
format. Editorial is more highly regarded
by the public than advertisements because
it is entirely objective.
Kerry can be contacted on 0410 578 194. |
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UPCOMING NOTICES & EVENTS |
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National Fashion Markets
| The purpose
of the project is to create a national
distribution channel with a pioneering
and creative sales and distribution model
exclusive to AFX members only. The primary
objective of the project is to generate
additional cash flow and/or clear excess
stock levels for each of our member brands.
We forecast to have a national presence
6+ stands by Christmas and 12+ stands
by end June 2010. This means your label
will be sold in over 12 markets every
weekend around Australia, building a brand
and increasing sales for your business.
We have completed a situation analysis,
customer analysis, competitor analysis,
SWOT analysis and a clear marketing and
sales strategy for the project. We are
confident that we will be able to generate
valuable sales for your business and create
constant cash to grow and develop your
brand.
This is a wonderful opportunity to increase
cashflow for your business but we are
only able to make this a successful project
as a collective.
If you would like further information
or would like to be involved, please contact
Ashan as soon as possible, on winslow@australianfashionexchange.com.au
or 0430 411 344. |
Exclusive AFX member photography offer –
look book and campaign shoots
| We are very
excited to be working with Emmanuel Giraud,
a French fashion and advertising photographer.
He has recently relocated to Sydney where
he has opened his own studio on Sydney's
vibrant Oxford Street called, 'Le Studio'.
We have negotiated some exclusive photography
packages for AFX members with Emmanuel
– it will be difficult to find the
same quality of work for such a small
investment.
For those with the smallest budget, we
have negotiated the package below .
Option 3
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6 Looks
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6 Flatlays (Pieces)
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2 Professional Models
Total $580 per designer
(price given for 8 designers per day)
Should you need to discuss different
package options, individual campaigns
or specific shoots please contact Ashan
on
winslow@australianfashionexchange.com.au
or 1300 882 642 and he will forward
you the photographer details. |
Monthly Guest Speaket Event
| Fair
trade garment production and Home Workers
Code of Practice
Speakers
Textile and Clothing Footwear Union of
Australia
No Sweat Shop Label
Tuesday 14th July, 6.30pm
MLC Center, Level 47,
Cnr King & Castlereagh Street
Sydney
FREE Event
Our guest speaker for the monthly guest
speaker event is the Textile and Clothing
Footwear Union and No Sweat Shop Label
and the Topic is about Fair treatment
of workers and ethical manufacture practices.
In the TCF industry the ethical manufacture
of garments is a very crucial topic. And
to truly understand the impact on people
lives is very important. This is an education
that needs to be understood by any designers
that is starting their own business.
I believe that we are the future of the
industry and it is our stand for injustice
that will transform the industry from
what it currently is to a possibility
of a future that we want to create. You
can make a difference. |
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