WOT? SWOT!

A SWOT analysis of your own personal design practice.


Australia is small (population-wise) and has a lack of fashion production industry. I think a successful fashion business will most likely have to make the most of the good aspects of globalisation to thrive. International recognition for Australian fashion is constantly growing, and emerging designers in the mid-to-high market sector seem to be thriving on international as well as local attention and sales.

STRENGTHS:

• Education in the fashion field
• Australian made (demand rising)
  
• Determination
• Consumer awareness
  
• Diverse market levels
  
• Close to good off-shore production (Asia)
  
• Smaller market = brand loyalty
• High standards
• Willing to take chances (strength? weakness?)

WEAKNESSES

• Lack of industry experience
• Too many graduating fashion designers
• Current economic climate
• Not an established label/designer
• No local traditions of craftsmanship
  

OPPORTUNITIES

• Global influences and networking
• Australia is in a comparatively good situation
• Market keen to support local
• Changing customer attitudes
• View challenges such as sustainability as a positive thing - personal growth as a designer.

THREATS

• Recession
• Unforeseeable future market trends
• High local production costs
• Costs of shipping due to global warming

New Fashion Centres - London Calling

"The ice age is coming, the sun is zooming in
Engines stop running and the wheat is growing thin"

London Calling, The Clash

In class we covered traditional London fashion - the history of tailoring and hunting styles that Brit fashion is known for. But when I read about new, young fashion designers, the ones that make the biggest impact for me are always from London. I assume a lot of this is from the excellent fashion colleges there, most notably Central St Martins, but I also think that London is a very supportive environment for new fashion design. Many initiatives, scholarships, and events are held to encourage emerging talent, especially during London Fashion Week.

This support is not a new thing, with the British Fashion Council having built up the business since the 80s. Inititives such as New Gen and Fashion Forward have made an huge difference in how London fashion is viewed to outsiders, and with sponsors such as Topshop, the designers can get a chance to be both critically and commercially successful.

London Fashion Week is much smaller than New York, Paris or Milan, but it comes close, despite having some troubles keeping designers from showing at one of the major three. This problem only seems to have gotten worse with the economic collapse in which audiences tend to be skipping London to save money.

My recent favourites include:

Mary Katrantzou

The bestdesignerever Gareth Pugh


Simone Shailes

There are so many more, but these three show some of the variety that is coming out of London at the moment. Good show, old chap.