Co-director Millicent Gilbert, who established the high end womenswear label with co-founder Virginia Rouse, said Alquema had been offering a collection for immediate delivery in Australia and Europe for some time, and was planning to drive its benefits to retailers at Fashion Exposed.
“We run a store of our own, so we understand the challenges of retail. We know it’s crazy to indent six months ahead. In this post-GFC climate retailers are particularly reluctant to invest in large amounts of stock so far in advance. They want to be able to adapt quickly to changes in demand.”
Alquema had also upped the fashion content of its offering, she confirmed.
“The collection is much more cohesive now, and we’re also adding in on-trend pieces. This helps confirm in our retailers’ minds that they’re doing the right thing by stocking us. If they open Madison or Marie Claire and see a ruffle top or an item in a particular purple they know they can come to us and secure something on-trend within a very short time frame.”
Having shown in preview over a number of seasons, Alquema regarded at Fashion Exposed as a key calendar event, she said.
“Fashion Exposed is very good for us, as we get to see retailers face to face and talk to them. Although everyone talks about how important online is, it’s also vital to be able to see and touch the collections, as well as seeing them as a comprehensive whole. Not everyone wants to do business sitting in front of a computer.”
Alquema will be on show at Fashion Exposed from 6 – 8 March 2011 at Sydney Exhibition Centre.