1. Change the date. Holding the event at the same time as London Fashion Week and then Milan Fashion Week means that we’ll never get top media or buyers coming down here to see what NZ designers do. If New Zealand Fashion Week was held a few weeks before or after the NY/London/Milan/Paris circuit we might have some chance (small as it may be) of attracting influential editors or buyers.
2. Consolidate. Make ANZFW a three day event with non stop shows rather than a four day event with sometimes two or three hour gaps between shows. Get rid of the filler designers and hone it down so that we only have the cream of the crop of established designers or up and coming talent. No international media wants to have to sit through a 25 minute show targeted at middle aged women from the provinces.
3. Fly over one key VIP guest who has the influence to put ANZFW on the map. And not on the gossip blog map a la Pamela Anderson, but on the fashion map. Someone like Scott Schuman could be brought down and all he’d have to do is take a couple of pictures and they’d instantly go out to his 100,000 plus fashion obsessed readers per day. We need fashion people, not obscure international celebrities. Rumi Neely was a smart choice – she has a giant, fashion-specific audience. But Pamela Anderson? Really??
4. Get off the loudspeaker. It’s all very good and well to tell people that they can move seats to the row in front, but telling them not to steal goodie bags or that the Moet bar is open (or the meat raffle has just been won) lowers the tone of the entire event. It’s not a primary school fair, it’s fashion week.
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