As Fashion Exposed Now readies to relaunch this month, this is what you need to do to prepare.In part five of this five week business makeover, fashion finance expert Melissa Brown tells you how to maximise on your Fashion Exposed Now experience. Fashion trade shows can be an exhausting, exhilarating, wild ride for many in the fashion industry. There is so much invested in each collection that it is easy to become focussed on the collection itself and not to be mindful of what happens after the show is over. That’s because it is often before and after the show that the real business of trade shows begin. So what are the final checkpoints you need to think about as you prepare to do business?
- Who are you going to sell your collection to?
- How much are you going to sell?
- How are you going to manage discounts?
- How are you going to manufacture your order?
- Have you budgeted for your order?
- How are you going to pay for your order?
- Be aware of deadlines and set up action plans.
Melissa is CEO of accounting & advisory firm A&TA. For more pricing tools head to The Numbers Lounge www.thenumberslounge.com or email Melissa melissa@byata.com.au
Tell me about the ethos of the brand and who is the customer?We design and manufacture clothing for fashion conscious women who love classic, sophisticated design and have a preference to buy locally produced, quality garments. All our garments are designed and made in Melbourne.How long has the brand been going for? Is this your first time exhibiting at a trade fair?We have been in business for 4 years now, and this is the first time we have exhibited at a trade fair.
What sort of fabrications are you using?Our fabrics are 100% merino wool, some merino/silk blends and some styles with leather paneling.You were finalists in the 2015 Australian Wool Fashion Awards and also in Melbourne Fashion Festival, any other plans for the brand?We would like to grow our stockists, to work with and listen to retailers so we can be the best we can be.Your website mentions you are supporting ‘slow fashion’ what does that mean to you? Is sustainability an important part of your brand?Our garments are designed to last, both through their classic feminine design and the high quality of materials used. We promote the idea of slow fashion, in today’s retail market within Australia, it is very difficult to come up against the ‘big guys’ who promote fast fashion. We aim to promote sustainability and to highlight the amazing fashion coming from our homegrown labels in Australia. We are not trend based, we are quality based.You can find Mhoo Mhoo at this year's Fashion Exposed NOW – Stand number: F05 About the Author, Phoebes Garland 
Phoebes Garland is the Co-founder & Co-owner of Garland & Garland Fashion, a fashion & consultancy agency based in Sydney, and founder of Fashion Initiative. Between the two of them, Phoebes & Robert Garland have over 60 years’ sales experience in fashion, publishing and advertising. Phoebes is an industry mentor to designers with Australian fashion industry body, Australian Fashion Chamber and is on the Advisory Board for Fashion Design Studio (TAFE NSW). Phoebes Garland is also an ambassador to Shake it up Australia Foundation and contributes articles to Australian Fashion industry magazine, Ragtrader.
Mel Tan of Joy HystericWhat is the background to Joy Hysteric?Joy Hysteric was founded back in 2004. I had been studying communications and working in various boutiques as a buyer and retail manager. I wanted to open my own fashion boutique on the Gold Coast and bring to my hometown high-end designer brands that weren't available otherwise.What have been some of the milestones in your career as a boutique owner?I was the first to introduce a lot of high end designer brands to the Gold Coast and even Queensland back then. I always strived to be at the forefront of the market up there. I introduced eCommerce to the business in 2007 and was one of very few bricks and mortar retailers embracing online. I was utilising social media to promote the boutique on MySpace, way before Instagram came about.What have been some of the challenges?The global financial crisis pretty much killed my business. A lot of my clientele made their money through property development, being the Gold Coast, and almost overnight they disappeared. This came about at a time I had also signed a lease at a major shopping centre development - off the plan. This was by far the biggest mistake and challenge of my career. The developers never came through with their promises. Everyone in that centre went bankrupt or the national retailers moved out. This left basically me and a couple of other independents struggling to pay exorbitant rent with no neighbours or foot traffic. Our online sales saved us.What was another hurdle?Another challenge was my location; I always felt that my buying was a little bit outside of my Gold Coast customer base. Apart from my longstanding regulars, a majority of our sales came from Sydney and Melbourne or even overseas. The locals didn't quite get it. It either wasn't 'resort' enough or 'tight' enough. When I would try to compromise my buying to suit, it showed. I personally wasn't into it and our offering became confused and conflicted. Hence why online surpassed in store sales over the years.When my mother passed away two years ago, that cemented my decision to close the last bricks and mortar store almost immediately. I was no longer inspired and felt trapped on the Gold Coast, particularly it was difficult to imagine operating the store without my biggest support as good staff (another challenge) was always difficult to find.What makes a successful boutique?Keeping up with the ever-changing market and embracing it rather than fearing it. Also enforcing your own direction so that you are unique and not just another boutique doing a carbon copy of the next. Obviously great customer service has always been key. But unfortunately these days everyone's a keyboard warrior with social media. Sometimes no matter how nice or helpful or flexible you are with a disgruntled customer, their personal opinion or misunderstanding of your policies can mean some nasty stuff gets put online about your business. So in saying that, I would ensure you be on your A game when it comes to social media feedback and community management.What is the biggest change you've made to your business?I am now purely online and content focused. The new e-store will revolve around my personal style, blog and creative content. I am selling what is 100% me and my style rather than trying to buy for what I think my customers want. The format for the site lends itself to that. I didn't want it to look like another eCommerce site which is just buy buy buy. I have created the new website with a lookbook feel that mixes my original creative content and the eCommerce products. They are all woven together seamlessly in order to be a one stop source of inspiration - not just for stuff to buy. I am also working very closely with each of the designers/brands that I showcase. It's not just a buy/sell relationship now but more of an ongoing collaboration with them.What brands will you stock?A tight edit of whatever I am loving and wearing at the time. I plan to rotate the offering and not lock myself in with any particular label. For the launch I will be showcasing my favourite pieces from Dyspnea, I.AM.GIA, Kaliver, Isabelle Quinn, Third Form and Frio.What do you look for when you're buying?I can't really pinpoint this as it often changes. I usually look for something a bit different to the norm. I don't plan to stock basics unless it's with a twist. I don't particularly want anything that's in the majors. I generally just don't want the same offering that any other boutique is doing. I'm looking for key statement pieces.What is your plan for the platform over the long-term?To continue growing it slowly and organically and introduce more services and products which aren't necessarily fashion items. I can't say any more at this stage but I have a lot of things in the pipeline for Joy Hysteric.You have a significant social media following. What tips would you give boutiques on raising their profile?Create your own content. There's only so much re-posting you can do before your business looks like a mirror or culmination of everyone else's.What tips would you give to designers for attracting the attention of a buyer?Shoot your products clearly and don't scrimp on the shoot. Hire a stylist who understands commercial viability and can translate this for a lookbook. This is what I do as a stylist; after so many years in retail and buying and seeing countless brands, ranges and lookbooks; I now produce lookbooks and campaigns for brands knowing best how to sell their product.Also, please do your research. The number of emails I receive telling me about a 'great brand for my Brisbane store' is a bit insulting. I never was a Brisbane store and haven't been buying for the Queensland market in two years so that actually puts me off straight away.
