Annah gets closer to the Australian outback

It’s always great to get to a warmer climate and my trip to Brisbane was no exception. Great also to catch up with the Manager and store team of the two stores that we have there and do some exploring into our next location, a possible site in Toowoomba.

Day one saw us in Noosa and what was to be my virgin visit to our store in the junction. My mission was to introduce a new label ‘Tav’ from the Cook Islands that I hope will be a better fit for the resort customers in this area.

Day two, we headed to Toowoomba, approximately a two hour drive from the city even though it’s only 100 kilometres away.

We arrived and considered the possibility of the old Fletcher Jones site in the heart of a very sorry city... the surrounding mall developments have certainly sucked the life out of the CBD.

With 30 minutes to spare before the agent turned up, we visited the Grand Central mall. The usual suspects filled the retail spaces but the big surprise was that 50 percent of the stores weren't open, being a Sunday.

This is generally unheard of in mall environments where the rules of the mall usually ensure that it’s all or nothing as to who's trading and when. Perhaps the challenge of paying double time, which can be as high as $50 an hour on a Sunday, has also got to the larger generic players as well?

I do know that the shift in the law in Australia as to the treatment of outworkers (women sewing at home) is that it now needs the same treatment as an employee from a wages perspective. This has certainly got the Fiji manufacturing operations excited at the chance to re-kickstart their flagging industry with increased engagement from the Australian fashion industry.

I am undecided as yet on the suitability of Toowoomba; apparently it gets a lot colder than Brisbane in the winter, (so perhaps a better fit climatically) and challenged by the exit of retail from the CBD, although visits to the smaller malls that have sprung up would see them as nothing more than service centres. We took time out to reflect and grab a coffee at a central cafe serving Supreme coffee (a NZ brand). It wasn’t great, and I’m not sure that Supreme would be happy with this representation of their brand.

The Toowoomba city has a service radius population of 140 kilometres. Mining development has also brought some of the money into the area. The city felt very similar to Rotorua; big streets and the multi street destinations with no real centre to speak of.

I encouraged Heather, a Facebook friend from this city, to have a coffee with me. She and her friend Carolyn where delightful and I barraged them with questions on demographics, events and retail. I also encouraged them to look at opportunities for me to speak in the area.

Homework well and truly done, we headed back to Brisbane under a black sky and threatening thunderstorms, destination James Street in Fortitude Valley, an area we looked at originally before we settled on Paddington. A quick walk and we well and truly made our minds up that this was not the space for us. So we settled in for a big Aussie shiraz and some food at what has always been one of our favourite cafes, Cru on the strip.

Ouch, the food was terrible! I even sent mine back and I haven't done that for a while. The wine was average and limited, so we were disappointed as we will now need another favourite eating space. But then as with most things, nothing stays the same.

However, the meal we had on Friday, the day of our arrival, down on the waterfront at Organic Char had been excellent. Service was slow, but when the food came it was excellent even though the waiter was on his last night and happy to be so!

The storm raged through the night making any meal efforts too far from the hotel difficult and pointless, so we settled in for drink in the bar of our excellent hotel, The Emporium on Ann St, and considered the possibility of the Toowoomba site - I’m giving it 6 out of 10 at this stage ….

So, what do I need to do to win 'Fashion in the Field'??

 After a huge day of judging Fashion in the Field at in Christchurch this week, I finally feel qualified to comment on what it takes to be a winner.

To win a competition like this can be very rewarding, from overseas trips, loan vehicles and wonderful gift baskets, to driving a fashion brand or label's profile. It appears that the prize loot simply gets better with each level of competition.

Imagine winning the Melbourne Cup ... not only for the brand recognition should you be an aspiring or established designer, but also for the very desirable loot!

So after a full day of judging one of the largest NZ fields of entry that a Fashion in the Field competition attracts outside of Ellerslie, Auckland, I do feel experienced to offer well informed views.

Alongside this, we have also provided an unsuccessful entry for one of our team to wear at the Melbourne Cup this year, so we have some wonderful learnings to share.

As always, it is great to have a wide variety of skill and experience on a judging panel and from an entrant's perspective it’s always assuring to know that you are all in with chance. It is however imperative from the organizers end to make sure the judges are from a broad background to ensure robust discussion and decision making as part of the process.

So what does it take to win?

I, for one, will always see a winner as a classic daywear ensemble with a twist... a Kate Middleton on speed look.

Note ladies that race wear can never be evening wear and must always be well thought through as to colour style and completion.

A great body is an excellent start; lots of height and a great pair of legs where possible.

The model you choose, or if it’s yourself, will need to carry herself well as deportment is key to showing the garments well. And if they win, they will need to be able to converse well with the media.

So how do you start?

Perhaps consider the very necessary hat first - quirky, with some height, interesting and able to be worn well - something that no one else is likely to have on the day.

Followed by the shoes that match the hat colours you have selected. In choosing the shoes there is plenty of room to introduce drama and the very necessary height!

Finally, the dress will then pull all this together. I'm a big fan of the 1950s, which lends to knee length, sleeveless, a full skirt, shaped bodice and not too much bust if any. Think late 1950s Dior.

 Consider that the day may be cold, so a cover up will be needed. This becomes another way to add to your ensemble, not to disguise it, so plan carefully about how this will look should it need to be worn.

The dress needs to be beautifully constructed, with an eye for detail as to hems, linings and neckline.

 Use strong colour and colour block - yes, you need to stand out! Remember, whilst you may work with a fashion trend from a bygone era and endeavour to execute this well, less will always be more; the frock, the shoes and hat will do all the talking you need.

Finish with a pair great tanned legs (not too tanned) or toeless nude hosiery - yep you can get these.

It's the details that count, so nails painted and perfectly to work with the outfit, this includes painting the toes, hair perfectly and firmly styled (you don't want your chances ruined by wind gusts) to enhance the hat placement and a small bag with an interesting point of difference - needs to have the ohhhh factor!

Make up professionally done; think about eye colour and drama, eye lash extensions. There is so much that can be achieved in creating a look. It must however work with your total look, this is not Halloween. Once again, classic with a twist and lip colour will be extremely important.

The Melbourne Cup report

Annah Stretton Australia Senior Stylist, Belinda Sherriff says that while selecting an outfit that is 'on trend' is important, women must retain a classic style when dressing.

"It's very much about matching and dressing like a lady," Belinda explains. "This year I noticed that outfits leaned slightly towards evening wear instead of strictly day wear - this is in fabrics and style. Likewise this year it was more about fascinators than hats."

After talking with judges at the Fashion in the Field event, Belinda learnt that winning outfits were chosen that were 'on trend, precise and classic with one stand out item, which is normally the headwear but not always... rules do get broken'.

This year Belinda herself entered the Designer category with an Annah Stretton outfit and while she didn't place, the judges were very excited about having a NZ designer in the competition.

Some tips from our Beauty Guru, Phoenix, to get you in the winner’s circle

Take first place in the beauty style stakes with some tips on getting race-day glamorous.

Display Smooth Skin

Put your best face forward come race day by applying a radiance-boosting mask the night before. It's a great way to add extra moisture before facing the dehydrating conditions of the day ahead, as well as plumping up your skin for a smoother look

Glow gently

Race-day etiquette suggests a classic dress, statement headwear and polished accessories - it doesn't condone an orange tan. While it's tempting to coat post-winter limbs with an extra dollop of fake tanner, a more natural result is best. Use body moisturiser with built-in bronzing ingredients for a few days leading up to the Cup for a believable glow.

Lighten your look

Remember that, unlike in the office, or when you're out at night, harsh daylight can be unforgiving when it comes to your make-up. So, rather than relying on a heavy, full-coverage foundation, which can look unnatural when you're outdoors, select a sheer base that blends seamlessly into your skin. Mineral make-up is a great choice

Well at least we are not the second most overweight nation!!!

I have just spent the last week working in Tasmania, Launceston where we have placed our fourth Australian store. Why there? - I hear you ask. Well, it’s simply about developing a brand presence on the perimeters of this country before we engage on our assault of the Australian cities and so Launceston makes perfect sense.

Yes we did our home work in selecting this location; a week in Tasmania on holiday and during this time, after a visit Lauceston became the preferred destination as it simply looked like it had all its retail sited together and buoyant.

We have now been trading for six months with a wonderful manager who advocates and loves the brand, so my trip was all about starting to connect with the relevant demographic's via a program of speaking to the local women's groups!

I was connected through a very engaged Zonta lady, Carol, who had done a wonderful job getting me in front of a variety of clubs and groups in the state.

I perused my intinery as I landed in Tasmaina, a state with many similarities to NZ but with the benefit of hindsight perhaps climatically only.

A small lunch starts my speaking program attended by 20 women from various professions. I'm grateful of the opportunity but possibly hoping for a bigger audience with the next event.

I later drive to Devonport and the local golf course to be greeted by a wonderful group of ladies from a very healthy Zonta chapter. I arrive home feeling exhilarated and extremely local, I'm now calling myself Australasian.

The next evening I speak to a Westpac women's group - Ruby - which was well attended and they loved the frocks. Presentation over, I head to the best Thai restaurant in the city to celebrate with our manager a job well done.

I reflect on the days past and consider my learnings. This state has its challenges with 50% of the inhabitants on a benefit of some sort, placing them second only to the Northern Territory (possibly not a store destination). There appears to be some weight challenges and there is definitely some money hurdles but I know I've still got a demographic to sell to and have met many wonderful ladies on this trip and inroads have been made, as there's nothing like being in a country to really discover the nuances of its population. 

Developing the business model in Australia is like going back to the start of my business life. It is not the same as retailing in NZ even though here are many similarities. Success here will need engagement with the local women's groups and a product mix that is reflective of the climate; there is a preference for cotton fabrics in summer given the extreme heat .

There is however a nice fit for our brand which is unlike any that they have, and a broad demographic of taste that will enable strong sales should we target the right people and get the message out well.

Community is important outside the cities just as it is in NZ , so we are well versed in how to engage. I'm excited as to the possibilities of this large country which in many ways is closer to the states than NZ, so maybe … just maybe… if I conquer here .. the USA becomes a very real opportunity!

Fabulous frocks for the Annah Stretton fillies

FLORAL – Florals are our pick for this season’s racewear. Flirty and feminine, floral prints, pastels, sorbets and brights will all be on show as all the local fillies strut their stuff. 

  

BLACK AND WHITE – This classic duo will always remain tasteful. Use texture and patterns to add flair to any black and white outfit this race season. Make a statement with metallic embellishments; bangles, cuffs, rings, bracelets, chains and necklaces.

 

PURPLE – Channel your inner royal with this regal tint. Whether you’re heading to the Epsom Derby or Melbourne Cup wearing purple in any shade: amethyst, lavender, lilac, mauve, plum, violet will see you in splendid style.

RED – Racegoers should never be afraid to embrace this romantic tone. Red is hot whatever the weather. Put it on your lips, your nails or wear it all over - just make sure you wear plenty of SPF so your skin doesn’t follow suit.

  

MINT – Be inspired by the mint range as seen here in a pale pastel shade. Simple… classic… elegant.

LACE – Sexy and seductive, lace provides added sophistication to any raceday outfit. And best of all, the breathable fabric is a faultless companion for any day in the hot derby sun.  

PRINT – Go tribal or optical with a bold print which promises to add fun to any outfit. Wear with supreme pride and unleash the inner fashionista. 

Now it's time to buy! For all these plus so much more great racewear outfits go to

www.annahstretton.com