iSpy … a new testing ground!

With the decrease in glossy magazine circulation and the shift to online magazines and online video content, the world of “creative, thematic” shoots has taken on a new twist.

Enter “Test”, the visual website showcasing emerging and established creative’s from photographers, stylists, make-up artist, hair stylists, Directors, Cinematographers, Set Design, Nails, Models, Milliners, Editing, Music, Production, Runners and the under valued Assistants who help make it possible.

Created to offer a platform to showcase these artists, the name is derived from the ‘test-shoot’, which is used to build portfolio work with no advertising, client boundaries inhibiting the artist’s creativity.

Art Director and Curator, Jaime Perlman founded the concept. Her CV includes working with America’s Harpers Bazaar, American Vogue and British Vogue. Jaime wants Test (launched in September 2009) to be a place where the digital fashion world can ‘test’ the waters to find new collaborations, new styles of artistic expression and forge a new frontier.

www.testmag.co.uk

iSpy a Shoe Designer with a Difference!

As a lover of shoes and independent designers, I came across Zoe Kratzmann Shoes recently and loving their design, sought her out to find out her creative story!

After reading your background on the website profile, you mention you have worked in retail. What led you to begin this business and why shoes?
I had been researching various business concepts on and off for several years before the inception of zoe kratzmann footwear. At the time I was living in Hong Kong and I simply went looking for a business that would fit my needs and compliment my knowledge base. I had an understanding of the Australian
retail market and I believed there was a gap for stylish, quality footwear
rather than the luxury brand knock-offs that flood the market. I saw
Australia embracing and supporting its apparel designers but there seemed
to be a lack of accessories designers. As accessories and footwear was a
growing sector in the market I believed it presented an opportunity.

Have you studied shoe manufacturing or worked with a shoe brand previously?
I worked briefly with Joanne Mercer footwear as a state sales manager but
it is a totally different skill set working on design and development. Basically I am self-educated in terms footwear manufacturing. Living in Hong
Kong for six years I spent a lot of time in Chinese factories. In establishing
my business I worked with several factories and learnt much about the
systems and processes of manufacturing. Every time I develop a new
collection I learn more. The craftsmen in the factory really are artisans.
Making shoes by hand requires detailed skills and a thorough knowledge of
the components and their limitations.

I noticed you have a strong ethical code regarding manufacturing in China. How you are able to audit this or monitor it and why is this important to you?
My business needs to be "good" from the ground up. I couldn't put my name
to something that was not operating under fair and ethical terms. I have
spent and continue to spend considerable time in the factory. I see
first-hand the working conditions and the working hours. There is currently a
shortage of skilled labour in various areas of China including where my key
factory is located. This requires employees to be remunerated above the
award wage in order to maintain their services. Not always a good thing
for the factories but good for the employees.

You also support Kiva organisation. Explain how this partnership came to be and why you felt this organisation was the most relevant choice for you?
Kiva is an organization that appeals to me on many levels. The concept of
person-to-person micro lending blew my mind when I first heard of it. As an
entrepreneur I love being able to help low-income entrepreneurs around the
globe. It is personal, it is specific, it deals with real individuals, you
get updates on their progress and it empowers people. It really can help people
achieve economic independence.

How important is the Custom Design side of the business? Are you able to list some clients you work with?
The custom design aspect of my business is in its infancy. I am currently
working with two select clients, one being Zimmermann. Zimmermann create their own designs and I support them with sample development, production, quality control and shipping. The custom design process is tailored to meet my client’s specific needs. It is proving to be growth sector in the business.

Who is the Zoe Kratzmann customer? Where does your design signature come from?
The zoe kratzmann customer has an eye for good design and beautiful
finishes. They covet a little bit of luxury in their everyday lives. They are
open to experimenting with their look and adopting fresh fashion. They may
like the idea of supporting a small business instead of a multinational. They may care about the origins of their footwear. They care about comfort.

I am inspired my labels such a Marni. I love their aesthetic. It is clean
and strong but innovative. They create for the woman who dresses for
herself. There is a lot of fashion at present that leans too far into sexy. I like fashion and accessories that allow a woman's personality to come through not be overpowered by looking provocative.

I noticed you aren’t selling online. Have you got any plans to sell online?
I am launching an online shopping site early in the New Year. It has been
born out of necessity more than anything. I receive a lot of enquiries about
my stockists and feel an online site will allow my customers ease of
shopping.

What does the future hold for Zoe Kratzmann?
I am really excited about my new SS10 collection that starts wholesaling
in January. I will exhibit at the European Footwear Expo in Perth, Brisbane,
Sydney and Melbourne and also the Australian Shoe Fair in Sydney in February. I am currently researching international opportunities but may have to bide my
time until international markets bounce back.

Zoe Kratzmann Shoes are priced from $150-$420 rrp including summer flats, heels and boots. Check out her website for stockists details.

A Fashion Friendship

The word collaboration has been thrown around like a fashionable hot potato, however when executed well, a great collaboration means serious creativity, promotion and brand respect. I recently discovered a unique example of this; a fashion love triangle between education, business and pr.

The players::
1. Business - Blondes to Brunettes is a hair salon located in Prahran, Melbourne.
2. Education - RMIT Fashion Design Students
3. PR - Boutique 54 Communications

The needs:
1. Business - The need to differentiate themselves from the saturated hair salon market and build on their relationships with the fashion industry.
2. Education - The need to support, promote and encourage student creativity is paramount in an industry saturated by "the next big thing".
3. PR - The need to build a bridge between the business world and the education world.

The concept:
Blondes to Brunettes provide their window space as a gallery/exhibition space showcasing installations by RMIT's design students. The students will receive a complimentary photo shoot, an album of digital images, assistance with promotional materials and media exposure and PR. Each month a different theme will be presented to the students. The launch month is about the concept of Giving and the two students work featured is Takahiro Kunitoshi and Ayisha Tutone.

Check out the exhibitions at the salon - 479 High Street Prahran or join their facebook group.

Melbourne Spring Fashion Week Seminars

One of my all time favourite things to do is got to a seminar. Yes.. I fully admit. I am quite possibly a bit of a nerd. Reasons why I love seminars.
1. Inspiration - learning about new ideas, concepts, business's, brands etc
2. Thinking Big - stepping away from the day to day and thinking macro
3. Meeting new people & hearing their story - the spy in me!
4. Stimulating the creative juices - relating what I've learned back to me

With this in mind, I was beyond excited when I heard about Melbourne Spring Fashion Week's initiative to set up some breakfast seminars presented by Design Victoria. These seminars are perfect for Retailers, Business Leaders, Marketers and Designers to learn more about the customer relationship from temptation and seduction, to love and marriage and then how to ward off separation!

You can hear from a variety of experts within their field from Kit Cosmetics, Haul, Love me & Leave Me, Elmwood Design, Ortolan & Michigirl, Metalicus, Mag nation, Gloss Creative, Play Communications, WGSN, PB Group, Red design group and Oroton Group.

Tickets are $69 inc GST which is great value for breakfast, refreshments, gift bag and listening to these speakers.
Click here to buy. Seats are limited.

I"ll be attending each seminar, so come and introduce yourself to me and say hi!

Want to win $10,000 & a mentorship with Zimmermann?

Are you a budding fashion or accessories designer? Or perhaps a craftsperson or stylist? Are you interested in winning $10,000 and a mentorship with Zimmermann?

I thought you might be! Soya is a Qantas initiative to encourage creativity in the industry aimed specifically at young people and by that I mean (under 30)! Alas, I no longer fit into this group and therefore cannot apply myself!

With past winners including Akina, Friedrich Gray and ANT!PODiUM, this is one serious competition open to students and emerging designers who want to get ahead!

So.. this is what to do.

1. Go to the Soya website and follow the application questions and upload examples of your work.
2. Add some info about stockists, media coverage, participation in events or fashion shows, study etc
3. DONE ... its that easy!

Only catch - do it by July 31st 2009. That means 3 weeks till deadline! So get your project runway/stylish behind into gear and get entering!

Top 10 Online Tips for the Fashion Industry

Our director Kate Vandermeer was asked to speak at "Fashion Palette" in April 2009 about her experiences in the Online Fashion Industry. She gave out her Top 10 Online Tips for the Fashion Industry. Please see them below.

1. Where do your customers hang out online? Study their behaviour because that’s where you need to be.

2. What kind of digital strategy does your brand have? Make sure its not just having a website. What does the website do, how does it communicate with your customer, with industry and does it solve your customers problems? Do you ensure you are just a click away from communicating with your customer in the relevant mediums?

3. Integrate, Involve and Allow your customer to give you vital feedback. It’s never been easier to hear their criticisms and compliments. With blogs and forums you can learn this faster, easier and better.

4. If you aren’t across all the mediums available online then dabble yourself from a personal point of view so you can learn what kinds of behavioural patterns customers use so you know how it could better serve your business. Most of you “do retail” where you study what trends are being picked up in what store and who’s gone with which retail campaign etc… but do you do “virtual retail” as much as you do physical? How many of you belong to other e-newsletters from other fashion brands, visit fashion websites, follow leaders in the industry on twitter etc?

5. Learn about and develop ways to do “virtual visual merchandising” and selling or communicating online. Just like clever displays and point of sale, online requires tech savvy tricks to hold the customers interest. It’s just inconvenient to the consumer not to offer online shopping and personalized service in today’s climate.

6. Just like building up key fashion PR and media contacts, its crucial to build up your online contacts as well. Get to know the key bloggers, online editors and influencers in the digital world and keep them in the loop as well.

7. The digital canvas is similar to retail and the physical world in the sense that a lot of clever entrepreneurs are thinking “How can I mimic the same offline experiences/women’s hobbies online that would be more efficient and just as desirable?

8. Make it fun. Make it irreverent. Add personality. Don’t be another bland website that has the standard about us, catalogue showcase and press updates… have a unique point of difference that would make your site stand out. Offer brand personality. For example… I love that with Aesop’s site I get to know the brand more with their latest possibilities page suggesting what they recommend for food, music, reading, galleries etc…

9. Have brand soul. Be honest, find something you believe in as a brand that’s authentic and follow it through, make it part of your DNA. Find the “soul” in your brand.

10. Remember the Digital Revolution is evolving and as I speak, new developments and new points of view are being shared and various brands and individuals are working on new concepts that will live and breathe in the online world in the not too distant future. Ride the wave and remember that like anything in business and particularly in fashion, new trends will appear but it’s more important you participate than ignore it altogether! Keep your digital strategy evolving.

Thanks to Love Jungle for the photo of me speaking at Fashion Palette. Check them out.