as one of the more exceptional industries he's
worked in. "The work and dedication design-
ers put into what they do are nothing short of
admirable. It is a tough business; there's a lot
of creativity and innovation and they put them-
selves out there for public judgment, because
ultimately, that's what it is. If the clothes sell,
they've been judged by the public and prior
to that, judged by the media and buyers. So, to
put yourself out there because you're passion-
ate about your creativity and your industry is
just so incredibly outstanding."
incredibly tough one, even more so since
the so-called global financial crisis.
the attention of the limited target mar-
ket is exceptionally hard. You've got
to work harder, be more creative
and really put yourself out there,
while understanding who wants
what in fashion, to therefore buy
your clothes."
of the manufacturing is moving
offshore, so creating clothing
and getting the lowest possible
price for the highest possible
level of manufacturing is an-
other issue.
but the operation behind the
set-up of fashion festivals has
to be seen to be believed. Per-
fectly pitched marquees house
the hub of activity typical of a fash-
ion festival.
We then deal with designers to get their col-
lections on the runway. The challenge then for
get consumers in-store buying those
clothes. That's our commitment to
Australian designers and the retail in-
dustry - to ensure we're providing
a little push for the industry.
and more being added
to the fashion calendar
each year, it's a business
that shows no signs of
slowing down.
Strategy at The Leading Edge
("we're not forecasters as such,
but it is our job on our clients' be-
half to understand consumers and
how they're feeling today, and in
the future"), the negative trends
on retail spending are starting to
slow down.
General
Manger of
IMG Fashion
Australia