December 2008
In a move roundly welcomed by local designers and retailers, the country’s premier fashion design showcase, the Sanlam South African Fashion Week (SSAFW), has aligned its show calendar with the retail sector’s forward planning cycles to capitalize on the growing appetite for local design.
It will therefore host the annual summer collections in April 2009 and the winter collections in October, a departure from its tradition of showing the collections at the onset of the season and predominantly with exclusive private customers in mind.
“The new events schedule will accommodate the retail environment which requires a three-month planning and production process at minimum to function optimally. By introducing longer lead times between showing a seasonal collection and having to deliver it in store, designers will now be able to seriously engage with the formal retail sector and bring a stronger offering to the market, both in terms of range assortment and structure as well and logistical production and delivery”, says director Lucilla Booyzen.
“Since the inception of the SSAFW twelve years ago, we have seen a deepening maturity within the design community. Designers are ready to tap into the potential of real business growth presented by broadening their markets beyond a select group of private clients.”
Industry commentator, Dion Chang also believes that bringing the designers in line with retail production cycles will inject new commercial vitality into the local environment.
“This will enable designers to finally be able to sell and produce, not only for a wider range of boutiques, but also start engaging with local chain stores, who have never been able to buy local designers clothing because the collections have always been shown for the season. South Africa has never really had a design industry that could supply and support the local commercial, retail industry - until now”.
This news message is supported by The Bazaar, a marketplace to buy and sell creative objects. Earn more revenue by selling your prints, downloadable images, or custom products. Set up your store today and stand a chance to have your products featured on DesignTAXI, towards millions of lovers of creative content!
