Page 20 - Ragtrader Magazine April 2020

20 APRIL 2020
ROUNDTABLE WWW.RAGTRADER.COM.AU
It’s exciting to explore new places such as India and Mexico, the world is opening up a bit for us and it’s not just about the US and Europe anymore.
Alice: Mercedes-Benz Fashion Week Australia is our prior- ity every year. We receive such wonderful support from not only our domestic press, buyers and VIPs, but internationally too. We’ve had celeb- rity stylists request looks directly once they’ve seen the show on Vogue Runway, so it makes quite a big impact for the
brand globally.
What has been a key business win or development for you in recent times?
Deborah: At the moment we are experi- encing a lot of growth in the US – we’re looking forward to our April launch in Saks and continuing our partnership with Bergdorf Goodman. We were just named one of their #BGRadar brands – which is their curation of the best emerg- ing designers across the world – and also being included in Net-a-Porter’s Net Sustain launch, which recognises brands who are focused on the future through sustainable practices – we were included across the locally made, considered pro- cesses and considered materials categories.
Lizzie: Opening our first flagship store has been an incredibly rewarding experi- ence. The retail environment is challeng- ing, but when you have the right product, passionate salespeople and a warm, unin- timidating environment, the results can be amazing.
Alice: The continual growth of our e-bou- tique and international audience astounds me. The digital evolution and rise of Instagram has really allowed brands to connect with audiences in all corners of the globe.
What is the biggest challenge for you as a business currently?
Deborah: A lot of the usual challenges faced by brands and the industry in the current global context. We try not to spend too much energy on the things
we can’t control – instead remaining focused on opportunities and mak- ing each collection better than the last. We are so proud – and lucky – to still be producing over 90% of our collec- tions in Australia. This invariably comes with its own challenges but is also one of the biggest strengths of our brand, not only from a quality and agility perspec- tive, but is one of our biggest advantages when it comes to our values around sus- tainability and ethical manufacturing.
Lizzie: It is definitely a challenging time for a small business in the fashion indus- try. Larger retailers slashing prices and undercutting is a big issue in the current market, as is the ‘always on sale’ model. I think it’s incredibly damaging to train consumers to always buy on sale and ‘no- questions-asked’ returns policies from the bigger players are crippling. We’ve stepped away from trying to chase other retailers’ constant sales in order to try to keep up. We have a loyal following and believing in ourselves has helped us to combat the above.
Alice: There are always hurdles in our industry. It’s such a fast paced, forever changing environment, but every chal- lenge gives you the opportunity to learn and grow.
What can we expect from you for the remainder of the year?
Deborah: We really try to remain focused on what we are setting out to achieve stra- tegically, so our energy is on the US and being more present in this market over the coming months.
Lizzie: We have big plans to grow the brand internationally. We’re in talks with a US based agent, so watch this space.
Alice: It’s exciting to explore new places such as India and Mexico, the world is opening up a bit for us and it’s not just about the US and Europe anymore. ■