If there’s anyone who truly understands the crucial business end of fashion, it’s Alex Perry. The iconic Australian designer has taken his label beyond the racks and into an international brand that spans from ready-to-wear to couture and bridal, with the recent inclusion of the Executive by Alex Perry range taking women from desk to dinner, and increasing the size range to a size 16.
This diversity within the Alex Perry brand, and his hands-on-approach, has ensured its survival on the fickle rollercoaster ride of the fashion industry. Alex Perry is a highlight at this year’s Premiere Boutique Trade Event and the boss of ballgowns dropped into the Royal Exhibition Building today to meet with buyers and visitors to the show.
In this exclusive video chat with Premiere Fashion Blog, Alex Perry discusses the `tricky’ retail environment’ and what he coins the `Zara Effect’ on Australian fashion.
But it’s the business end of fashion that is crucial to the longevity of a brand, which is why Alex flew into Melbourne last night to attend Premiere and assist his fashion agency, Susie Sharrock.
“Retail is tricky at the moment so it’s important to be part of the selling of each range especially when its just been released, to let them know the philosophy of the season, what we are offering and apart from that fact I just love it,” says Alex. “I love being part of that selling process and I think the Sharrocks are amazing, they know my brand so well it just nice when I am here and meeting boutiques so they can ask questions and literally hear it from the horses mouth.”
He also reveals his extension of the Alex Perry range into a size 16, on the back of the plus-size phenomenon that has been sweeping the industry. Alex says this is also about listening to the needs of women and responding to the changes in the market. Which also includes diversifying your business strategy to compete with the increasing threat of online shopping.
“I think that will always be a divide, there are people who buy online and people who don’t, but fashion is one of those things that for me personally you need to touch it, feel it, try it on,”he says.
“There are certain things that I buy online like I will buy underwear online when I know a brand, but it’s different with evening wear and designer fashion so I think there will always be a divide, but I think there needs more involvement from designers to give that extra service when it comes to buying fashion.”