Austrade signals Indonesia as a prime market for savvy fashion designers

Austrade media release

Tuesday, 22 April 2008

Repeat fashion buyers from Indonesia will attend Rosemount Australian Fashion Week (28 April – 2 May 2008) with the intention of collaborating with new and existing Australian designers.

Ms Tjut Devi, Austrade Business Development Manager, Indonesia, said Jakarta was a lucrative market for Australian fashion designers as evidenced by the significant orders its five buyers placed at last year’s RAFW.  All of these buyers are coming again plus two new ones.

“Indonesian fashion buyers from seven stores will attend RAFW next week and many of them are repeat customers and already stock Australian designers to great success,” Ms Tjut Devi said.

According to Ms Tjut Devi, Indonesia is not a market to ignore, with an economic growth approaching seven per cent and a consumer class bigger than the population of Australia.

“Many Indonesian people are luxury brand conscious but also interested in Australian fashion for its fresh and innovative appeal.  Australian designers such as Melanie Cutfield, Sass & Bide, Willow, Kirrily Johnston and Jayson Brunsdon have recognised the market as an emerging hub for Australian design and have their collections here.”

Fashion store Velvet, located in the Plaza Indonesia Mall, has been open to Jakarta’s fashion elite since 2005.

Ms Yana Handali of Velvet, who stocks designers exhibiting at RAFW this year including Melanie Cutfield, Jayson Brunsdon and Nevenka, says RAFW is a permanent fixture on her annual event calendar.

“We regard RAFW as an important event to attend every year. Besides keeping the business updated with potential designers and trends; it is also our buying trip for all seasons. Through Austrade we meet old suppliers as well as new ones that we are interested in developing business with,” Ms Handali said.

Ms Handali says she believes the Jakarta market has outgrown its love affair with European designers and this has opened the door for the fresh and unique fashions of Australia.

“I believe more Australian designers are gaining their popularity in the International market, the facts that need to be highlighted with the corporation of Austrade and the Indonesian media.”

Velvet is the only shop in Jakarta that focuses primarily on providing a wide range of Australian labels, from an informal and sporty collection of daywear to elegant party dresses.

Ms Lucy Coward, Snr Export Adviser and RAFW project manager for Austrade, urged Australian designers to think laterally and beyond traditional markets.

“Austrade works all year promoting Australian designers overseas and while Australian fashion has an excellent reputation across the globe, many designers will focus towards the US and Europe. Austrade advises designers to think outside the square as many are still unaware of the enormous potential in markets such as Indonesia,” Ms Coward said.

“Rosemount Australian Fashion Week will be an outstanding occasion for Australian designers to impress the high calibre buyers attending the event and provides the platform for buyers to see that Australian fashion is on par and if not better than its European and US counterparts.”

Ms Lucy Coward, Ms Tjut Devi and Ms Yana Handali are available for media interviews.

ENDS

Media contact

Caroline James
Mob: +61 412 481 579

For further news and information from the Australian Trade Commission (Austrade) visit www.austrade.gov.au//mediacentre.