Who: Shopbop.com buyer Jenny Fuchs.
What compelled you to add Mercedes-Benz Fashion Week Australia (MBFWA) to your buying schedule this year?
Shopbop looks forward to MBFWA each year as it allows us the opportunity to work directly with our Australian designers and get a better sense of how the Australian market is interpreting trends – either on the runway or on the streets of Sydney. It is also a great forum for discovering new brands.
What do you see as the biggest change in the way buyers conduct business now than in previous years?
Fashion continues to move at a faster pace each season – images from shows are broadcast around the world instantly, off-the-runway pieces find their way onto the street right away, inspiration and interpretation of the trends are everywhere. As a buyer, we have to take all of this in and find a way to translate it into an assortment that excites our customers.
What are some of the brands you are looking forward to seeing in Australia?
There are so many great brands in Australia! One to note is We Are Handsome. Our girl loves their swim collection and we were thrilled to exclusively launch their active wear line. It's an exciting time to see the brand grow.
What are the requirements or key selling points Australian designers need to have to secure your interest?
For any new designer we consider for Shopbop, we look for a balance of a new point of view and buzz-worthy factor but also some consistency in terms of the quality of work and delivery schedule. We aren’t looking for one hit wonders, we want brands that can grow on Shopbop and delight our customers season after season.
Do you currently stock any Australian brands? If so, can you name a few?
Yes, many! A few include: Dion Lee, Alex Perry, Bless'ed are the Meek, Finders Keepers, H Brand, Keepsake, Cameo, MINKPINK, MLM Label, One Teaspoon, Spell, Stylestalker, Tigerlily, Unreal Fur, We are Handsome, Zimmermann, NLP, Camilla, and Lisa Maree.
On a broader international level, what are some of the best performing brands among your customer base?
The brands that perform the best are the ones that deliver on-trend collections that stay true to the brand's roots so their core customer is drawn back to the new collection. I think for a brand to truly succeed they need to have a strong sense of their own aesthetic as well as the customer and market they are designing for. That being said, our customers always react positively to the newness we bring to site and are always keen for what’s coming out of Australia.
Are there any challenges with working with brands in the Southern Hemisphere?
Not really – most brands are willing to make adjustments to product based on seasonality differences. But on the other hand, Shopbop serves a global customer so this is becoming less of a challenge.