Who: Net-A-Porter buying manager Sasha Sarokin.
What prompted you to add Mercedes-Benz Fashion Week Australia to your buying schedule this year?
Our buy team first went to Australian Fashion Week in 2009 and we have supported the industry from as early as 2002 when we picked up our first Australian brand, Sass & Bide. I was blown away by the talent when I attended the shows last year, so I’m thrilled to be coming back to meet with our existing brands as well as provide insight and support to emerging talent.
What do you see as the biggest change in the way buyers conduct business now than in previous years?
We service women in over 170 countries, so our buy needs to work for both hemispheres at all times – this typically means our edit is predominately ‘buy now, wear now’. Through the rise of social media, runway shows are viewed live and so women want to buy product the minute they see and fall in love with it, so we need to react more quickly. We’re forever traveling the globe and attending fashion weeks so we can ensure we discover fantastic designers and provide our customers with an unparalleled offer.
What are some of the brands you are looking forward to seeing in Australia?
I can’t wait to see collections by Michael Lo Sordo, Dion Lee and Zimmermann (by appointment). I also looked forward to Ellery’s show.
What are the requirements or key selling points Australian designers need to have to secure your interest?
I’m looking for brands that epitomise the Australian lifestyle – cool, contemporary, and incredibly stylish. We’re always looking for labels that hold a wow factor, whether they are new, up-and-coming design talent or established brands and they must resonate on a global scale.
Do you currently stock any Australian brands? If so, can you name a few?
Over the years we’ve worked with many designers including Dion Lee, Lover, Sass & Bide and Zimmerman on exclusive collections. Our customers also love contemporary jewellery brand Ryan Storer and Le Specs for their chic sunglasses.
On a broader international level, what are some of the best performing brands among your customer base?
We stock over 390 designer brands and service customers all over the world so it’s hard to pinpoint best-performing brands as it differs greatly from country to country. Designers that nod to the season’s hottest trends certainly have their moment, for spring Gucci, Saint Laurent and Chloé led the ‘70s mood which our customers are loving.
With so many fashion labels in the market, what are the factors buyers consider before deciding to take on a new brand?
A new label has to do something new, feel authentic, show consistent design evolution and wow people. As buyers, we have to trust our own taste but ultimately, we know our customers’ style. Of course great quality is a must, as our customers invest in designer products for their longevity in terms of style. International appeal is also key as we ship globally.
Are there any challenges with working with brands in the Southern Hemisphere?
I think it can be difficult for designers in the southern hemisphere to create collections that resonate globally. One of my reasons for attending Australian Fashion Week is to encourage smaller brands to always consider a global customer and not solely concentrate on their direct market – I want to equip them so they’re ready to be picked up by a global retailer like NET-A-PORTER.COM.