SA FASHION WEEK ANNUAL REPORT 2016

Transcription

1 SA FASHION WEEK ANNUAL REPORT 2016

2 THE BUSINESS OF FASHION

3 SA FASHION WEEK CONTENTS Left to Right: Clive by Clive Rundle (SS16) Black Coffee (AW17) ERRE (SS16) Gert-Johan Coetzee (AW17) Introduction 1 Pillars 3 Collections 5 Competitions 16 Wholesale 27 Retail 29 Collaboration 36 Growth & Development 37 Designer Timeline 39

4 THE BUSINESS OF FASHION The South African Fashion Week is the optimal platform for designer's to start, develop and grow their businesses. It is the key voice of fashion in South Africa recognizing the power our diversity holds in this sector, which is one of the most socially inclusive SA industries. Over the past 19 years we have brought the Creative Fashion Design Industry together. We share our collective industry knowledge and provide sustainable marketing platforms taking high-end designs from the design studio into the retail environment. Our intention over the next year is to strengthen the network facilitate and promote collaborations on all levels and integrate designers with local manufacturers and textile manufacturers to foster sustainable partnerships. "The size of the global apparel business is growing and is expected to generate double digit growth between now and 2020, much of it coming from developing markets." McKinsey&Company 1

5 SA FASHION WEEK INTRODUCTION From Left to Right: Keys Fashion (AW17) Sies!ISABELLE (SS16) JJ Schoeman (AW17) Colleen Eitzen (AW17) Established in 1997, SA Fashion Week is the only Business to Business platform for fashion, footwear, accessory and jewellery designers to market their Collections. SA Fashion Week showcases the latest seasonal collections of the top designers to the media, buyers and well-heeled clients of the designers. The showcase of women s design takes place biannually followed by SA Fashion Week Men. The SA Fashion Week Trade Event is a wholesale platform for designers to sell to boutiques and online stores nationwide. It is followed by the biannual SAFW Luxury Designer Pop Up Shop in the Centre Court of Hyde Park Corner and the annual SA Fashion Week Designer Pop Up Shop in Brooklyn Mall, bringing designers and consumers together. Each season, SA Fashion Week launches new designers through various competitions, giving them the opportunity to enter the retail space. In addition, SA Fashion Week is directly connected to 32 Fashion Colleges and Universities through the SA Fashion Week Student Competition that gives us an open passage to identify the countries strongest talent, nurturing these fashion graduates until they are ready to play an active role in the Industry. Our partnership with Lufthansa enables us to take designers abroad to experience fashion design, marketing and retail on an international level. SA Fashion Week collaborates with Schreiber Media in publishing. The Fashion Handbook is sold in leading bookstores countrywide and distributed at The SA Fashion Week Collections. Sub-Saharan Africa s combined apparel and footwear market is worth $31 billion, according to data modelled by Euromonitor 2

6 THE BUSINESS OF FASHION Pillars Following the five pillars of fashion identified by the British Fashion Council, SA Fashion Week has put the following in place to secure growth in this sector. Business We are constantly engaging with our stakeholders in the value chain, from fabric suppliers to financial partners to create new opportunities for designers to grow their businesses on all levels. More than just a marketing platform, the SA Fashion Week has put mentoring programmes in place. They include facilitating internships in South Africa and abroad, collaboration with Worth Global Style Network, departmental stores, fabric suppliers and manufacturers. We promote intelligent fashion. Reputation Image is paramount in fashion. We have built SA Fashion Week to an event that is internationally recognized. We are constantly developing and building our reputation, the reputation of the designers and the industry at large, not only in Africa, but also in Europe and the US. Education Having a burning passion for all that encompasses fashion, will not further the Industry. Business education is key for design leaders of the future. Through our education programme 21 Steps to Retail, we take young designers through a three month learning programme that takes them from being a designer to being an entrepreneur, able to run a sustainable business that can create jobs in the future. Innovation & Digital We encourage designers to tap into the vast potential of online marketing and selling, we support them by running a fully-fledged social marketing programme through digital newsletters and snaps throughout the year. Investment Our aim is to tap into the business sector to attract more investors forming partnerships with designers and manufacturers. 3

7 SA FASHION WEEK PILLARS Designers The Creative Fashion Industry in South Africa consists of well-established designers who are mainly self-employed. These designers are self-motivated, hard-working, have staying power and are determined to succeed in this increasingly competitive industry. They have to keep up with the speed of design, marketing and self-distribution to stay ahead of their game. Today, the 61 Designers, including accessory designers, that present their Collections at SA Fashion Week, supply 183 stores and 15 Online stores. 25 have their own stores. In the latest of a series of collaborations celebrating local design, Woolworths has officially joined forces with SA Fashion Week as the exclusive retail sponsor, a significant partnership aimed at fast-tracking South African fashion from the runway to the rails. Launching in Autumn/Winter 2017, SA Fashion Week designer capsule collections will be made available online and through select Woollies stores in a move to support home-grown talent where it matters most commercially. Charmaine Huet Group Director of Woolworths Marketing From Left to Right: African Style Story (SS16) By DS (SS16) Isabel de Villiers (SS16) Sun Goddess (AW17) Corporate Partners -Woolworths: Official retail partner -Cruz Vodka: Official alcohol partner. -Sunglass Hut: Naming rights partner of SA Fashion Week New Talent Search. -Lufthansa German Airlines: Naming rights partner of the Lufthansa 1st Best Collections. -Rimmel London SA: Official make-up partner -Hyde Park Corner: Official host. -The Park House of events on 7th: Official venue partner -Aero: One title show partner for the AW17 Collections. -Caffe'Luxe: Official coffee partner of SA Fashion Week AW17 Collections SA Fashion Week would like to thank our valued partners for their generous contribution that assisted us in making vast growth in this sector over a very short period possible. 4

8 THE BUSINESS OF FASHION Seasonal Collections Fashion has always been an important role player when it comes to how we define ourselves and others. It is a powerful tool which inspires, influences, seduces, projects power, reflects leadership and creativity. Over the past five years, the South African Creative Fashion Industry has gravitated toward growth. Designers have started closing the gap between design and retail in order to appeal to the demand of the increasing numbers of consumers. As a result, growth for designer fashion more than doubled. The SA Fashion Week Men and Women is a biannual showcase. The S S Collections take place in March/April and the A W Collections in September/October each year. The global apparel market is valued at 3 trillion dollars, 3,000 billion, and accounts for 2 percent of the world s Gross Domestic Product (GDP). The womenswear industry is valued at 621 billion dollars. The menswear industry is valued at 402 billion dollars. General data as per Fashion United trade news USA 5

9 SA FASHION WEEK COLLECTIONS Collections Men It is predicted that menswear sales will contribute $40bn to the global apparel market by saw the 4th year of two days devoted to men, also one of fashion s fastest growing markets in South Africa. The SA Fashion Week Collections Men have created a buzz around menswear. It has energized, stimulated and generated overwhelming publicity. Men are becoming more and more aware of the power of fashion, and how what they wear has an impact on their business and social environment. We have moved from suits, the Mandela shirt, dress suits, jeans, t-shirts and sportswear to innovative, interesting and exciting high end men s fashion. Menswear designers that show their collections at SA Fashion Week are daring, creative and on trend. One of the big role players in this growth is the internet - it has become increasingly important how one looks on social media. The immediacy of this medium demands that one looks the part as you share your personal life, with your followers. Online Shopping plays a key role in the growth of the menswear sector. Where buying used to be a closed off bricks and mortar shopping experience that many could not afford, online stores now give one the opportunity to buy on-trend clothing at a fraction of the price. Left to right: Liz Ogumbo (SS16) With (SS16) Morphe (AW17) It also gives the consumer an option to shop anytime, anywhere and either purchase or opt out at any time during the process. Autumn/Winter saw a 100% growth with 15 Menswear designers showing their Collections compared to Spring/Summer s when there were 8 designers. This excludes the Scouting Menswear competition finalists supported by GQ South Africa. There are 39 established menswear labels in South Africa. 16 labels showed their Collections at SA Fashion Week during The SA Fashion Week Designers supply 62 stores nationwide, 8 have their own stores and 5 run their own online stores. Menswear buyers attendance showed a significant growth during Buyers attended the A W Collections in compared to 44 Buyers in S S The estimated collective publicity for the SA Fashion Week Collections Men amounted to R35million. Designers achieving top publicity in 2016: Palse PR: R 6,946, Presidential PR: R 5,682, Tailor Me PR: R6,283,

10 THE BUSINESS OF FASHION Afrikanswiss (AW17) D.O.P.E (SS16) Ephymol (SS16) 7

11 SA FASHION WEEK Esnoko (SS16) Floyd Avenue (AW17) Hombre (SS16) 8

12 THE BUSINESS OF FASHION House of St. Luke (SS16) House of Olé (SS15) Leaf Letlare (AW17) 9

13 SA FASHION WEEK Martelle Ludik (SS16) Naked Ape (SS16) Non-European (SS16) 10

14 THE BUSINESS OF FASHION Palse (AW17) Presidential (AW17) Rip n Sew (AW17) 9

15 SA FASHION WEEK Rogue (SS16) Roman Handt (AW17) Tailor Me. (AW17) 10

16 THE BUSINESS OF FASHION Tovch (AW17) Zamaswazi (AW17) 13

17 SA FASHION WEEK COLLECTIONS Collections Women Ladies wear designers continue to grow their businesses. Moreover, ladies wear sales are poised for growth over the next five years. As consumers demand trendier, yet reasonably priced designer items, department stores will continue collaborating with designers to create product lines with middle market appeal. There are 109 established ladies wear labels in South Africa. 42 labels showed their Collections at SA Fashion Week during SA Fashion Week ladies wear designers supply 115 stores nationwide 16 have their own physical stores and 8 run their own online stores. 14

18 THE BUSINESS OF FASHION "We recognise the wealth of talent in the industry and want to celebrate South African fashion s unique point of view. Our partnership with SA Fashion Week is a real opportunity to support local fashion entrepreneurs. We aim to inspire and promote local fashion through access to production and market exposure. As a passionately South African retailer, the partnership with SA Fashion Week is a seamless fit." Shaheda Sayed, Head of Brand Communications: Clothing GM & International Woolworths Marketing. 15

19 SA FASHION WEEK COMPETITIONS Competitions One of the most difficult challenges for a start-up designer today, is the breakthrough to retail. A sure way for designers to fast track their careers is through entering fashion competitions. In 1953, Yves Saint Laurent age 18 and Karl Lagerfeld age 21 received the first Woolmark prize in Paris, now in its 50th year. Fashion Competitions push young businesses into the media spotlight which then leads to social media share of voice and in turn has an immediate effect on the growth of a young label. SA Fashion Week s Competitions are an undeniable springboard for young designers. The aim of SA Fashion Week Competitions is to assist talented designers, with the potential for commercial growth, to start making the transition from a developing creative to a sustainable business that can play a role in the Creative Fashion Industry, create jobs, wealth and contribute to the GDP of the country. Left to Right: Kottin & Twille (AW17) Judith Atelier (AW17) Non-european (AW17) Mantsho (AW17) The judging panels of all the SA Fashion Week Competitions are composed of the most respected names in their fields and include designers, opinion leaders, fashion editors, social media reporters and business leaders Competitions: - Lufthansa 1st Best 2016 Competition. - SA Fashion Week Scouting Menswear Competition - SA Fashion Week Sunglass Hut New Talent Search. - SA Fashion Week Student Competition. - Brooklyn Face of Fashion Search. 16

20 17 THE BUSINESS OF FASHION

21 SA FASHION WEEK COMPETITIONS Top left to right: Greer Kyle, Lumin, Somerset Jane, T Niche, Heart & Heritage Bottom: Heart and Heritage (Winner) Luftansa 1 st Best 2016 Collections Lufthansa 1st Best 2016 Collections SS16 March/ April 2016 Established in 2013 SA Fashion Week saw the need to identify the most important designers of the future in order to nurture and support them, giving them the opportunity to market their labels, which were still in their infancy economically. The Lufthansa 1st Best Collections is only open to Fashion Designers who have been in business for less than 10 years. They are outstanding achievers in the early stages of their careers and have shown promise and dedication in establishing and growing their own sustainable fashion business that can have a future impact on the GDP of South Africa. With a judging panel lead by The Fashion Agent s Annette Pringle, The Lufthansa 1st Best Collections celebrates outstanding fashion talent in South Africa. The prize included: A return flight courtesy of Lufthansa German Airlines to attend Berlin Fashion Week as part of a SA Fashion Week travel seminar, accommodation courtesy of SA Fashion Week and all finalists were given a free space at the SS16 SA Fashion Week Trade Event Finalists: -Greer Kyle -Lumin -Somerset Jane -T Niche -Heart & Heritage The Winner of the Lufthansa 1st Best 2016 Collections was Heart & Heritage. Lesley Whitter, the creative mind behind the brand, supplies 6 stores and owns the trendy Convoy store situated in the Bamboo Centre in Melville, Johannesburg. 18

22 19 THE BUSINESS OF FASHION

23 SA FASHION WEEK COMPETITIONS Top Left to Right: Non-European (SS16) House of St. Luke (AW17) Zamaswazi (SS16) Hombre (SS16) Martelle Ludik (SS16) Bottom: Flloyd Avenue (Winner) (AW17) SA Fashion Week Scouting Menswear With menswear moving out from the shadow of womenswear, SA Fashion Week has realised the necessity of a menswear design competition to support emerging menswear labels in their breakthrough into this very competitive market. The 2016 Scouting Menswear was supported by GQ Magazine. Finalists: -Non-European -House of St. Luke -Zamaswazi -Hombre -Martelle Ludik -Floyd Avenue Judges: -Jerri Mokgofe (According to Jerri) -Rahim Rawjee (ROW-G International) -Jason Bason (GQ) -Kojo Bafoe (Business man) -Shaldon Kopman (Naked Ape) Delivering world class sophistication, the winner of the SA Fashion Week Scouting Menswear competition was Floyd Manotana, creative behind the Floyd Avenue label, and one of the original founders of the iconic smarteez fashion group. 20

24 21 THE BUSINESS OF FASHION

25 SA FASHION WEEK COMPETITIONS Established by SA Fashion Week in 1993, the New Talent Search is one of the most recognised talent identification initiatives in South Africa. It continues to showcase and market new designer businesses today. This premium competition has been sponsored by Sunglass Hut since Since its inception, the success stories includes: Jacques van der Watt of Black Coffee, Terrence Bray, Maya Prass, Roman Handt, David Tlale and more recently Take Care, Anmari Honiball and Jenevieve Lyons. Top left to right: NuļBase, Sheila Madge, Her Ritual, MIEKE, Siyathokoza Bottom: LUMIN Exclusive Designs (Winner) SA Fashion Week Sunglass Hut New Talent Search All finalists were granted access to the SA Fashion Week Trade Event AW17 (24-26 October 2016). Judges: -Earl Kopeledi (Sunglass Hut) -Aspasia Karras (The Times) -Annette Pringle Kolsch (The Fashion Agent) -Amanda Lepar (Zando) -Vanessa Leisegang (The Space) -Ayanda Nhlapo (Ayanda s Fashion House) The prize included: Representation by The Fashion Agent for 1 year valued at R11, The opportunity to show a satellite collection as part of the SA Fashion Week Sunglass Hut New Talent Search AW18 valued at R12, A free stand at the SA Fashion Week Pop Up Shop 2017 in Brooklyn Mall to the value of R6, A trip to the London Fashion Week in February 2017 valued at R It is a fact that South Africa has undoubted Raw talent that needs nurturing and mentorship to blossom. SA Fashion Week has that agenda at its core and Sunglass Hut is privileged to come along on the ride. Earl Kopeledi, Marketing Manager Sunglass Hut SA Finalists: -Etsa -HerRitual -Lumin -Mieke Vermeulen -Nu Base -Sheila-Madge -Siyathokoza The winner of this prestigious designer search was Lumin, a newcomer in the fashion industry founded in June The design team behind the brand, Amy Lui and James Barrett-Poulsen partnered up to form Lumin. They supply two stores in South Africa and run their own online store. 22

26 21 THE BUSINESS OF FASHION

27 SA FASHION WEEK COMPETITIONS Student Competition The SA Fashion Week Student Competition is open to final year students at any of the Fashion Colleges or Universities in South Africa. This competition identifies the designers of the future. The idea is to stretch students abilities and motivate both students and colleges alike. SA Fashion Week calls upon students to exercise their innovation, skills set, tertiary practice and creativity. Over 32 institutions take part and finalists selected represent the institutions listed below. The finalists garments were exhibited at the AW16 Collections in September and at the Designer Pop Up Shop in Brooklyn Mall in November. Finalists: -Gloria Ngiesu,Vaal University of Technology -Catherine Clarke, Design School Southern Africa -Paidamoyo Kondile, Design Academy of Fashion -Michalene de la Porte, Vaal University of Technology -Cari St. Quentin, Design School Southern Africa -Candace Byrne, Elizabeth Galloway Academy of Fashion Design -Katrien du Toit, Elizabeth Galloway Academy of Fashion Design -Cara Delport, Elizabeth Galloway Academy of Fashion Design -Salva Dembele, Design Academy of Fashion -Keleabetswe Singo, Tshwane University of Technology The winner of this competition was Paidamoyo Kondile from Design Academy of Fashion, Cape Town Finalists selected from the following Colleges: -Cape Peninsular University of Technology -Central University of Technology -Design School of Southern Africa -Design Academy of Fashion -Elizabeth Galloway Academy of Fashion Design -Northlink College -Oakfields College -The School of Fashion Design (PMB) -Professional School of Dress Design -SEWAFRICA -Spero Villioti Elite Design Academy -Studio05, School of Fashion -Tshwane University of Technology -University of Pretoria -Vaal University of technology The prize included: -Finalists Garments exhibited at SA Fashion Week Collections AW17 September Finalists Garments exhibited at SA Fashion Week Pop Up Shop in Brooklyn Mall November Cash prize of R VIP SA Fashion Week Experience for SS17 Collections March/April 2017 including Flights and accommodation -Free stand at SA Fashion Week Trade Event at SS17 Collections March/April

28 25 THE BUSINESS OF FASHION

29 SA FASHION WEEK COMPETITIONS Brooklyn Face of Fashion Search Runway models play an increasingly bigger role in the promotion and marketing of the designer labels. without fashion models there will be no shows, no fashion editorials, media coverage, TV commercials, and no social media reporting on the designer Collections at SA Fashion Week. Designers are seeking talent that helps bring to life the vision and creativity of their collections. The Brooklyn Mall Face of Fashion Search model competition now in its third year constantly introduces new model talent into the industry. SA Fashion Week, in collaboration with Brooklyn Mall, hosted the 2015 Brooklyn Face of Fashion Search Competition. The aim of the competition is to educate aspiring models on a career in fashion and modelling. Competing for the Brooklyn Face of Fashion title, 20 potential models were chosen from over 100 entries. Although only one girl claims first prize, this competition might open the door for other finalists to also work in the industry. Bottom right: Winner, Kayla van Rooyen Top: Finalists The prize included: -R Brooklyn Mall Gift Card -Representation by Ice Models -Casting for SA Fashion Week -A hamper from Rimmel London -A CaffeLuxe Verona coffee machine -Sunglass Hut gift voucher The winner of the 2016 Brooklyn Face of Fashion was Kayla van Rooyen. 26

30 THE BUSINESS OF FASHION SA Fashion Week Wholesale & Retail Platforms - The Fashion Agent - SA Fashion Week Trade Event - SA Fashion Week Pop Up Shops at Brooklyn Mall and Hyde Park Corner - SAFW X Edgars Designer Capsule Collections Designing a collection and making patterns are the fun side of the Creative Fashion Industry. The biggest task for an independent Fashion Designer is turning that fun into a sustainable business model that generates continuous and constant sales. This means competing in price and awareness in a flooded market where innovation is a difficult subject. SA Fashion Week has put various wholesale and retail opportunities in place where designers can trade bringing the buyers and consumers to the designer: These platforms give designers an opening to the following fields. 27

31 SA FASHION WEEK WHOLESALE The Fashion Agent. The Fashion Agent is the only multi-label trading agent and wholesale showroom for South African fashion designers. Formed in 2012, The Fashion Agent represents South Africa s top fashion labels and brands supplying independent boutiques, retailers and online stores. The Fashion Agent s database contains over 355 Buyers/Boutiques in South Africa and wholesales designer collections to 75 boutiques, retailers and online stores countrywide. The main objective of The Fashion Agent is to: -Facilitate a permanent, professional wholesale showroom, a business platform for South African designer brands that connects them with wholesale buyers of department stores and individual boutiques. -Generate sales, promoting and handling the wholesale business on behalf of the designers. -Expand production facilities of South African designers without compromising product quality and thus strengthening the South African fashion industry. -Put a quality control mechanism in place before the stock is delivered to retailers, ensuring that the orders are manufactured correctly and in good quality. -Tell stories about South African designers, their values and share knowledge with customers on #WhoMadeYourClothes. -Develop the local, national fabric industry and fabric agency network by promoting South African designers. Left to Right: Her Ritual (AW17) Rubicon (SS16) Urban Zulu (SS16) Lunar (SS16) -Grow CMT production facilities by creating order volumes which result in job creation in the entire value chain, leading into exporting into Africa and establishing strong sales in new (overseas) markets. The wholesale turnover at The fashion Agent increased by 32% in the past 12 months (1 st November 2015 to 31 st October 2016). Number of Units sold through wholesale business by The Fashion Agent (1st November 2015 to 31st October 2016): 7,640 by retailers and boutiques from South African designers The Fashion Agent worked with 14 South African designers in the current Autumn/ Winter 2017 pre-order season (AW2017). South African designers of the AW2017 season, who sell their pre-order collections through The Fashion Agent, are: -Adam & Eve -Arwen -Black Coffee -Clive Rundle -Erre -Floyd Avenue -Gert-johan Coetzee -JJ Schoeman -Lovejozi -Lumin -Lunar -Non-European -Rogue -Sober 28

32 29 THE BUSINESS OF FASHION

33 SA FASHION WEEK RETAIL Trade Event Through this marketing platform, SA Fashion Week has created a neutral trading ground for all designers in Africa. During the SA Fashion Week Trade Event, designers establish a presence. Whether big or small, this platform gives the SA designers a powerful platform for meeting new store owners, reaching out to existing boutique owners and building a more established and reliable brand. There is a shift from pure luxury to something more experiential. There has to be a strong message, at the end of the day. It has to bring an added layer to the conversation that is happening around fashion. Rami Atallah, Ssense This opportunity drastically expands the designer client base. The buyers who attend this trade show are motivated, inspired and interested in the products designers offer. They are often more than ready to commit to trade on the spot. The SA Fashion Week Trade Event is one of the most critical four days per year in any designer s brand history experience. The SA Fashion Week Trade Event took place over two days following the SA Fashion Week Collections. There were 40 exhibiting designers, 103 buyers. 30

34 31 THE BUSINESS OF FASHION

35 SA FASHION WEEK RETAIL Designer Pop Up Shop Brooklyn Mall For the past 6 years SA Fashion Week has been the main income generator for many designers. Creating platforms where designers can trade, has enabled them to experience retail first hand, connect and interact with their consumers understanding what sells, which sizes and styles sell better and what fit is appropriate for their target markets. For the 4th consecutive year, the 2016 SA Fashion Week Designer Pop Up Shop took place in Brooklyn Mall in Pretoria. Facts and Figures: 2016: Total turnover 42 designer stands 24 trading hours: R510, : Total turnover 31 designer stands 24 trading hours: R 343, Average turnover per stand increased by 10% since 2015: 2015 Average turnover per stand: R 11, Average turnover per stand: R 12, The top 10 designer average turnovers: 2015 had between R & R total sales 2016 has between R & R total sales 32

36 33 THE BUSINESS OF FASHION

37 SA FASHION WEEK COLLABORATION SAFW X Edgars Designer Capsule Collections Since 2011 SA Fashion Week has, through its partnership with Edgars operated a store within a store outlet for the designers in five flag ship Edgars stores: Sandton Rosebank Menlyn Park Melrose Arch Mall of Africa According to Wikipedia - this concept was originally an idea proposed by the great philosopher and multimillionaire entrepreneur "Joseph Westbrook" of East Sussex, England. The SAFW X Edgars Designer Capsule Collections stores were managed by The Fashion Agent and was the home of top designers: Gert Johan Coetzee, Rubicon, Colleen Eitzen, Sies!Isabelle, Erre and Sober. Over 5 years 42 designers had the opportunity to test the retail market within Edgars. AW16 saw the last season of Designers garments under the SAFW X Edgars Designer Capsule Collections as new partners in this field joined up with SA Fashion Week. Figures: Duration of partnership: 5 years (from September 2011 to August 2016) Units sold: 19,635 Retail turnover achieved: R16,000,000 Average Retail price per unit sold: R815 Edgars designer capsule collections. The SAFW X Edgars Designer Capsule Collections was a great success and it is with gratitude that I thank Edgars for their commitment and determination in making this Collaboration viable for designers. I can with confidence say that Edgars played a key role in the success of many designer businesses today. The experience they have gained, through participating in this first Shop in Shop concept in South Africa, gave them the confidence to be future retail competitive. Lucilla Booyzen 34

38 THE BUSINESS OF FASHION If you can design 1000 garments from a single point of inspiration or, a single image, that is the meaning of true creativity. Carina Louw (Erre designer) - on Inspiration. 35

39 SA FASHION WEEK COLLABORATION The South African Fashion Handbook The South African Fashion Handbook, published by Schreiber Media in conjunction with SA Fashion Week, has been a five-year relationship between the publisher and high-profile fashion event. Schreiber Media publishes magazines for local and international audiences and seeks readership at influential organizations and prestigious, events such as SA Fashion Week and The Young President s Organization (YPO), a global network of 24,000 CEOs in 130 countries. The SA Fashion Handbook has grown into an established title and aims to highlight the work of local fashion designers, while keeping an eye on international trends. Editor, Jane Schreiber, has crafted a fashion magazine that inspires a unique sense of style while compiling an insightful fashion publication that has become an indispensable resource for fashion aficionados, consumers and the industry alike. The SA Fashion Handbook has been a successful collaboration between Schreiber Media and SA Fashion Week, each seeking to build their respective brands and promote the vibrant local fashion market. Left to Right: ETSA (AW17) Clive by Clive Rundle (AW17) Vintage Zionist (AW17) Anmari Honiball (SS16) 36

40 THE BUSINESS OF FASHION Digital and media facts and figures What did fashion look like before social media? Of course pretty much the same continually evolving, high in content and diverse, but only accessible through printed magazines, newspapers advertising and television. SA Fashion Week s key social media platforms are Instagram, Facebook and Twitter. Our content is highly curated, constantly engaging on all levels of designer, sponsor and event specific. We believe that the sales of designers labels and SA Fashion Week events are directly linked to our social media campaigns. Online #SA FASHION FASHION WEEKPopUpShop #SAFW #SAFWwomen #SAFWmen #SAFWAW17 #SAFWSS16 #SS16 #AW17 #SAFW #PopUp #StudentCompetition #FaceOfFashion 37

41 SA FASHION WEEK GROWTH & DEVELOPMENT SS16 Collections -464,8K impressions on Twitter page over 5 days page views on the SAFW website over 5 days -600 images uploaded to the SAFW website Left to Right: Guilotine (AW17) Black Coffee (AW17) Kat van Duinen (AW17) Lunar (AW17) AW17 Collections -167,6 K impressions on twitter page over 5 days page views on the SAFW website over 5 days -600 images uploaded to the SAFW website -102 print articles covering the collections -300 online articles covering the collections -122 broadcast pieces on SA Fashion Week -R150 million in PR value over four months SAFW SS16 and SAFW AW print articles covering the collections -246 online articles covering the collections -66 broadcast pieces on SA Fashion Week -R150 million in PR value over four months SAFW SS16 and SAFW AW17. 38

42 THE BUSINESS OF FASHION ANDRE CROUCAMP BLUE ZOO CATHRINE MOORE CLIVE DE PATRI DUVALL ERROL ARRENDZ GAVIN RAJAH HILTON WEINER HIP HOP JENNI BUTTON JULIAN MARC & MICHAEL MARIANNE FASSLER THE BOYS THOMAS RED WYLDE OSCAR ANDRE CROUCAMP CATHRINE MOORE CLIVE ELZBIETA ROZENWORTH FRANCOIS VEDEMME GAVIN RAJAH GIDEON HIP HOP JULIAN MARC & MICHAEL MARIANNE FASSLER MARION & LINDIE NATALIE PAUL MUNROE THE BOYS WONDER BOY ABIGAIL BETZ AMANDA LAIRD CHERRY BLACK COFFEE CLINTON LOTTER CLIVE CRAIG NATIVE DAVID WEST DEPATRI ERROL ARRENDZ GAVIN RAJAH INEELENG JAMES MOULDER JULIAN KAREN MONK KLEINSTRA MARIANNE FASSLER MARION & LINDIE ROW-G SISTER BUCKS SUSAN HANSEN TERRENCE BRAY WONDER BOY ABIGAIL BETZ ANNA-MARI BLACK COFFEE CHEEZE CLIVE COLLEEN DUBANE CRAIG NATIVE DANIEL LE ROUX DAVID WEST FABIANI IRENE KOTSIROS JENNI BUTTON JOE SOAP LIALIZE BEZ MAYA PRASS ROW-G SUSAN HANSEN WONDER BOY ABIGAIL BETZ ANDRE CROUCAMP BLACK COFFEE BONGA BENGU BRITT CORMACK CHELLELOVATT CLINTON NAIDOO CLIVE COLLEEN DUBANE COPPELIA CRAIG NATIVE DANIEL LE ROUX DAVID WEST GIDEON HELENE BULL ICUBA IRENE KOTSIROS LIALIZE BEZ LOTTO RAMOSITU MALCOLM KLUK MARIANNE FASSLER MAYA PRASS ROW-G RUFF TUNG STONED CHERRIE STRANGELOVE TERRENCE BRAY ZANELE MSELE 39

43 SA FASHION WEEK DESIGNER TIMELINE AMANDA LAIRD CHERRY BLACK COFFEE BOMBSHELL BONGIWE WALAZA CADUCCI CLIVE COLLEEN EITZEN CRAIG NATIVE DAMAT & TWEEN DARKIE DAVID WEST DM EPHYMOL GENETIX GIDEON HIP HOP ICUBA ISSUES KAREN MONK KLIJNSTRA KOKETSO LESEGO MALATSI LIFE LOXION KULCA LUNAR MALCOLM KLUK MARION & LINDIE MARIQUE YSSEL MAYA PRASS NIRMA MILKMAID PAUL MUNROE PIERRE DU PLESSIS POLO RIPTORN RUBY RUFF TUNG SUSAN HANSEN STONED CHERRIE STRANGELOVE SUN GODDESS TERRENCE BRAY THOMAS RED THULARE MONARENG X&O 2ME AMANDA LAIRD CHERRY BLACK COFFEE BLOND C2 CARDUCCI CLIVE COLLEEN EITZEN CRAIG FRASER DARKOVA DARKIE EPHYMOL ERBON DESIGNS FRANK OSHODI GADOLTON GERMAINE MYBURGH GODDESS FACTOR HENI ESTERHUIZEN HERMAN BOTHA HIP HOP ICUBA ISSUES JIMI DELAJA KIKIROMEO KUTALA VANQA LIFE LOXION KULCA MAYA PRASS NELSON PILLAY PUMLA JOY REGISTER 7 REMI OSHOLAKE RUBY RUFF TUNG RUTH VESTES SHAMIM AMRA STONED CHERRIE SUN GODDESS THE HOLMES BROTHERS VINO VUKANI CREATIONS Left to Right: Atelier Dajee (AW17) Presidential (AW17) Palse (AW17) Yadah Exclusive Designs (AW17) AMANDA LAIRD CHERRY BLACK COFFEE BONGIWE WALAZA CLIVE RUNDLE COLLEEN EITZEN CRAIG NATIVE DARKIE DAVID TLALE DUST ELLA BUTER EPHYMOL FRANZ GRABE GERMAINE MYBURGH GETTO STAR GODDESS FACTOR JENNA ENGELDOE JULIAN KAREN MONK KLIJNSTRA LEIGH SCHUBERT LIFE LISOF MAYA PRASS PALESA MOKUBUNG PAUL MUNROE PHYCHIC PULSATE REGISTER 7 RUBY RUFF TUNG STONED CHERRIE TASLEEN BULBULIA THE HOLMES BROTHERS VINO WARPED WILLIAM NDATIRA AARON SPENG AMANDA LAIRD CHERRY AUBREY RAMATLA BLACK COFFEE BLASOEN BONGIWE WALAZA CLIVE RUNDLE DANIELLE ABRAHAMS DAVID TLALE DEE ALBERTS DIETER V.D BERGH EPHRAIM MOLINGOANA GERMAINE CHRISTOPHER GETTO STAR GODDESS FACTOR HAYLEY GODFREY HECTOR PIETERSON HOLMES BROTHERS INNOCENTIA MBELE JEFF MOKHELE JJ SCHOEMAN JUDY BAATJIES KGOTSO MABA KHUTALA VANQA KLEYNHANS LERATO PHILE LESEGO PEEGA MACHERE POOE MALIKAH HAJEE MARLE DROTSKY MAVIS NTHO MICKAEL KRA NONKULULEKO ZONDO PHENOMENON RUBICON STEPH G STEPHAN MARTIN TARRYN DE MINK THULA SINDI TUMELO PHATSHWANE ZIMASA NYAKA ZODWA 2006 ABIGAIL BETZ AMANDA LAIRD CHERRY BLASOEN BONGIWE WALAZA CARLA CABELLERO CLIVE RUNDLE COLLEEN EITZEN COPPELIA CRAIG PORT EPHYMOL FRANK FRANZ GRABE GLORI HOUSE OF OLE I LOVE LEROY JJ SCHOEMAN JULIAN COUTURE LLGC LOXION KULCA LUNAR MANISH MALHOTRA MANTSHO MARTIN PEENS MZANSI DESIGNERS NORMAN COUTURE OLD BOY OOF PAUL MUNROE PINEDA COVALIN PLAYER SOUL SPICE STEPHEN QUATEMBER STONED CHERRIE SUN GODDESS TERRENCE BRAY THABANI MAVUNDLA THE HOLMES BROTHERS THE LIBRARY THULA SINDI VIKRAM PHANDIS VINO ZULOE 40

44 THE BUSINESS OF FASHION ABIGAIL BETZ ALEXANDER KOUTNEY AMANDA LAIRD CHERRY ARTISTIC SOUL AUBREY RAMATLA BLACK COFFEE BONGIWE WALAZA BRENDAN STURROCK BRETT GOLDMAN CLIVE RUNDLE COLLEEN EITZEN CRAIG NATIVE DE MIL DM CLASSICS DUST EPHYMOL GLORI GUILLOTINE HERMANA RUSH I LOVE LEROY INCUBATOR BY LISOF IRMGARD MKHABELA JJ SCHOEMAN LEBO MASHILE LUNAR MASEKELA MANTSHO MARION & LINDIE MISS SCARLET MON MOIR POETRY MUSUEM PSYCHIC ROBIN LIDSKY ROGER SAINT RUBICON SHUKRIE JOEL SOUL SPICE STEPH G STORY SUPERELLA TERENCE BRAY TIDO THE HOLMES BROTHERS TWO ZEALOUS ZULOE ABIGAIL BETZ AMANDA LAIRD CHERRY AUBREY RAMATLA BLACK COFFEE CLIVE RUNDLE DE MIL DIAMONDFACE COUTURE EARTHQUAKE EPHYMOL FRANZ GRABE GUILLOTINE HERMANA RUSH HOUSE OF BUNOR HOUSE OF JOLA HOUSE OF OLE I LOVE LEROY IRMGARD MAKHABELA JULIAN KLUK CGDT LEBOMASH LISOF LUNAR MANTSHO MISS SCARLET MOTHER AFRICA NARAINSAMY NN VINTAGE REMI LAGOS RJKAY CREATIONS RUBICON RUBY SODA STONED CHERRIE STORY STRANGELOVE TANDO ZAMXAKA TERRENCE BRAY THUNDERSTORM TIAAN NAGEL TWO VUT ZULOE ABIGAIL BETZ AMANDA LAIRD CHERRY AMBER JONES ANISA MPUNGWE BLACK COFFEE BLASOEN BLUE ZOO CHRISTOPHER STRONG CLIVE RUNDLE COLLEEN EITZEN COPPELIA DAVID WEST DE MIL DIAMONDFACE COUTURE EARTHQUAKE EPHYMOL FRANCOIS VEDEMME GIDEON GUGULAM HERMANNA RUSH HOUSE OF BUNOR HOUSE OF NEON HOUSE OF OLE I LOVE LEROY IRENE MAKHAVHU DESIGNS IZZIM CLOTHING KHUMOMOSHIMANE LEBOMASH LISOF FOR SOVIET LOXION KULCA LUNAR MARIZE MALAN MANTSHO MISS SCARLET MOTHER AFRICA NARAINSAMY NN VINTAGE REMI LAGOS RJKAY CREATIONS ROBYN DE KLERK RUBICON RUBY SIES!ISABELLE SODA SOUL CHILD SPYRAL STEPHEN QUATEMBER STONED CHERRIE STORY STRANGELOVE SUPERELLA TANDOZAMXAKA TANYA DEMBY TERRENCE BRAY THUNDERSTORM TIAAN NAGEL TWO VUT VINO AMANDA LAIRD CHERRY BIANCA WARREM BLACK COFFEE CHIMERA CHRISTOPHER STRONG CLEO DROOMER CLIVE RUNDLE COLLEEN EITZEN CRISTINA NITOPI DFC DM CLASSICS ELME BEKKER EPHYMOL ESTE VAN DER MERWE FUNDUDZI BY CRAIG JACOBS GERT-JOHAN COETZEE GUILLOTINE GUGULAM HERMANNA RUSH HOUSE OF OLE I LOVE JOZI HANRIE LUES JANINE DOLLERY KAREN MONK KLINJNSTRA KICO KOTTIN & TWILLE KOTLOANO MOLOKOMME LAILABADEROOM LEBO MASH LOXION KULCA LUNAR MAD MADE MANTSHO MARIZE MALAN MARKIATO MIX & MATCH NABEELA NAKED APE NON EUROPEAN NTOKOZO KUNENE ORIEL BARNARD RACHEL DE MARDT RUBICON RUBY SBU MSIMANG SIES!ISABELLE SILVERSPOON SOBER SODA STONED CHERRIE SUPERELLA SYLVESTER FALATA TERRENCE BRAY TIAAN NAGEL THUNDERSTORM URBAN GODDESS TWO VESSELINA PENTCHEVA AMANDA LAIRD CHERRY BLACK COFFEE CHRISTOPHER STRONG CLIVE RUNDLE COLLEEN EITZEN CRISTINA NITOPI DFC ELME BEKKER EPHYMOL FUNDUDZI BY CRAIG JACOBS GERT-JOHAN COETZEE GUGULAM HOIDEN JOEL JANSE VAN VUUREN KOTTIN & TWILLE LEIGH SCHUBERT LOXION KULCA LUNAR MABU MANTSHO MERTIQUES NAKED APE OO ILU PALSE HOMME RACHEL DE MARDT REGGIESTAR REMI LAGOS RUBICON RUBY SIES!ISABELLE SILVERSPOON SMARTEEZ SOBER SUPERELLA SUZAAN HEYS TERRENCE BRAY TIAAN NAGEL THUNDERSTORM URBAN GODDESS VESSELINA PENTCHEVA WOW BAG 41

45 SA FASHION WEEK DESIGNER TIMELINE Left to Right: Loayo Art and Creations (SS16) Rubicon (AW17) Sober (AW17) AMANDA LAIRD CHERRY BIANCA WARREN BIRCH & ELM BLACK COFFEE CLIVE RUNDLE COLLEEN EITZEN CUTTERIER BY LAZ YANI DIAMONDFACE COUTURE EB & AM EPHYMOL ESKADO BIRD FRANCOIS VEDEMME FUNDUDZI BY CRAIG JACOBS GAVIN RAJAH GERT-JOHAN COETZEE GIDEON GUILLOTINE HANRIE LUES HERMANNA RUSH HOUSE OF OLE JAMILLA VERA SWAI JOEL JANSE VAN VUUREN KAREN MONK KLIJNSTRA KATHRIN KIDGER KOTTIN & TWILLE LIZ OGUMBO LYRIC MANTSHO MISSHAPE MZANTSI NAKED APE NARAINSAMY PALSE HOMME RACHEL DE MARDT ROMAN HANDT RUBICON SIES!ISABELLE SKORZCH STONED CHERRY SUPERELLA TERRENCE BRAY TIAAN NAGEL TOW URBAN GODDESS VESSELINA PENTCHEVA WOW BAG ALBERTUS SWANEPOEL AMANDA LAIRD CHERRY ANMARI HONIBALL BIANCA WARREN BLACK COFFEE BLAKLISTED CASEY JEANNE CLIVE RUNDLE COLLEEN EITZEN CUTTERIER BY LAZ YANI DU SUD ERROL ARRENDZ ERRE EPHYMOL FUNDUDZI BY CRAIG JACOBS GERT-JOHAN COETZEE HAROUN HANSROT JACQUI EMMANUEL JOEL JANSE VAN VUUREN JUST KOTTIN & TWILLE KUJULA C MTAMBO LARISA TERBLANCHE LUDWIG BAUSCH LUNAR LOXION KULCA MISSHAPE MEJ. LUES BY HANRIE LUES MUNTSHO BY LEON VON SOLMS NAKED APE NARAINSAMY PALSE HOMME ROMAN HANDT RUBICON SAMANTHA CONSTABLE SIES!ISABELLE SKORZCH SOBER STONED CHERRIE SUZAAN HEYNS TERRENCE BRAY TIAAN NAGEL TWO VESSELINA PENTCHEVA YADAH EXCLUSIVE DESIGN ALBERTUS SWANEPOEL AMANDA LAIRD CHERRY AMANDA MAY AMOS TRANQUE ANGELO SEBASTIAN ANMARI HONIBALL ANNEEN HENZE BEWARE THE WOLF IN SHEEP S CLOTHING BLACK COFFEE CASEY JEANNE CHARTHU BY MIKE NARRAINSAMY CLAIRE MACKENZIE CLIVE RUNDLE CLOCHE COLLEEN EITZEN CUTTERIER BY LAZ YANI ELLI-NICOLE EPHYMOL ERRE FUNDUDZI BY CRAIG JACOBS GERT-JOHAN COETZEE HOUSE OF OLE ILAN JENEVIEVE LYONS JOEL JANSE VAN VUUREN KAT VAN DUINEN KEYS FASHION KIM GUSH KOTTIN & TWILLE LARISA MODA LEIGH SCHUBERT LOXION KULCA LUNAR M4S MANTSHO BY PALESA MOKUBONG MATTE NOLIM MEISTRE HOUSE OF DESIGN MEJ. LUES MIRI FASHION NAKED APE BY SHALDON KOPMAN OH! DEER PALSE PLUMBUM ENGINEERED REVELATION FASHION ROMAN HANDT RUBICON SFISO SABELO SIES! ISABELLE SOBER TERRENCE BRAY TOUCH OF BLING VINO WAKE YADAH EXCLUSIVE DESIGNS ADAM & EVE AFRIKANSWISS AGEO AMANDA LAIRD CHERRY AMOS TRANQUE B.ZAR BLACK COFFEE BLUECOLLAR WHITECOLLAR BODHISATTVA CHARTU BY MIKE NARRAINSAMY CLIVE RUNDLE COLLEEN EITZEN DEMOCRACY OF DENIM DOPE COUPE DUKE EPHYMOL ERRE ESNOKO FUNDUDZI BY CRAIG JACOBS GERT-JOHAN COETZEE GREERKYLE HANNAH COLLECTION HOMBRE HOUSE OF ALFALFA HOUSE OF OLE IAMIONE ILAN INFLUENCED ISABEL DE VILLIERS JJ SCHOEMAN KAMANGA WEAR KEYS FASHION LALESSO LIFE BY ANDRE MARTIN LUNAR M4S MANTSHO BY PALESA MOKUBONG MATTE NOLIM MEISTRE HOUSE OF DESIGN MICHELLE LUDEK MOD-ISH NICOL HOYER DESIGNS NON- EUROPEAN OLOWSDOTTER PLUMBUM ENGINEERED RALFE RICH COUTURE RIP N SEW ROGUEWEAR ROMAN HANDT RUBICON RUMBIE BY RUMBIE SHIRT & CO SIES!ISABELLE SOBER SOMERSET JANE SUN GODDESS THABO MAKTHETA TOUCH OF BLING URBAN ZULU WAKE WITH YADAH EXCLUSIVE DESIGNS SAFW WOMEN AFRICAN STYLE STORY ANMARI HONIBALL ATELIER DAJEE BLACK COFFEE BY DS CLIVE RUNDLE COLLEEN EITZEN ERRE ETSA GERT-JOHAN COETZEE GREER KYLE GUILOTINE HEART& HERITAGE HER RITUAL ISABEL DE VILLIERS JJ SCHOEMAN JUDITH ATELIER KAT VAN DUINEN KEYS FASHION KOTTON & TWILLE LIZ OGUMBO LOAYO ART & CREATIONS LUMIN LUNAR MANTSHO MIEKE MORPHE NON-EUROPEAN NU BASE RUBICON SHIELA-MADGE SIES!ISABELLE SIYATHOKOZA SOBER SOMERSET JANE SUN GODDESS T'NICHE VINTAGE ZIONIST WITH YADAH EXCLUSIVE DESIGNS SAFW MEN AFRIKANSWISS D.O.P.E EPHYMOL ESNOKO FLOYD AVENUE HOMBRE HOUSE OF OLE HOUSE OF ST LUKE LEAF LETLHARE MARTELLE LUDIK NAKED APE NON-EUROPEAN PALSE PRESIDENTIAL RIP 'N SEW ROUGUE ROMAN HANDT TAILOR ME TOVCH URBAN ZULU ZAMASWAZI 42

46 THE BUSINESS OF FASHION

47 SA FASHION WEEK T F info@safashionweek.co.za Design District, Cnr 7th Avenue & Keys Avenue 2196 Rosebank, Johannesburg, South Africa 44

48 THE BUSINESS OF FASHION