In an Afterpay Australian Fashion Week (AAFW) special, ragtrader.com.au asks key buyers about trade, trends and what's on their agenda. Next up is Browns senior buying manager for ready-to-wear Holly Tenser, who reveals how Australian fashion brands are performing in the department store's brand portfolio.
What are some of the Australian designer brands you stock and which are the best performers?
We have a robust and diverse mix of Australian brands within our portfolio at Browns. Zimmermann, Alemais, Aje and Alex Perry are all performing incredibly well, with a key focus on feminine and playful dresses, occasion wear and party. Matteau and Sir are key performers in our Resort wear offering, being the perfect holiday attire, as well as providing great options for summer city dressing.
Christopher Esber and Dion Lee have also been key growth brands for us, having a strong international following on the fashion circuit. We have seen great success with Esber’s true swimwear that recently launched providing striking cut out designs incorporating their signature stones and piercing detailing.
What designer collections or product categories are you looking forward to seeing at Australian Fashion Week?
We’re always looking forward to seeing our existing brand partners such as Aje, Alemais and St Agni, and I personally feel very fortunate to be here to support them.
We’ve been keeping a close eye on a few brands from last year, and look forward to seeing Wynn Hamlyn and Anna Quan for example. We’ve also been excited to discover newness from Ruby Pedder, Asiyam and Caroline Reznik.
It’s incredible to see the talent at the Next Gen and Innovator shows, as well as the designers who have now transitioned, showing independently this year. I think this is key for AAFW, as it gives a platform both domestically and internationally for the new van guard.
Looking more broadly at your portfolio of brands, where do you see the main areas of demand and popularity from consumers currently?
We’re still continuing to see a strong performance on party and occasion wear with no major signs of this slowing down. Brands that have had a great start to the season include Taller Marmo, 16Arlington, Bernadette and Rotate.
We’ve also had a great response to fashion favourites The Attico, Khaite and Pleats Please.
Has the current macroeconomic climate changed how buyers approach sourcing brands?
Newness and discovery remains critical despite the current macroeconomy. We still feel it’s important to champion newness and innovators, as this has always been at the heart and soul of everything we do at Browns.
Naturally, we’re being more cautious in light of the economic climate and will ensure any new brands we bring on board are bringing something new and exciting to our existing edit, offering a strong point of difference.
It’s also important to us to ensure that we can nurture and protect our existing brand partners during this tough climate.
What do you predict will be the next big fashion trend?
We’ve already seen a strong shift into quiet luxury being the key trend for 2023. The focus being on investing in quality, wardrobe essentials that are timeless.
No heavy logos, or loud colours and embellishments, this is all about a neutral muted palette and demure dressing.