Melbourne Spring Fashion Week

Melbourne truly is the capital of fashion in Australia and #MSFW for 2013 did not disappoint! The Council of Textile & Fashion Industries of Australia #TFIA hosted a session on Building the Retail Relationship.  Well, I could not get myself a ticket quick enough to hear the experts opinions on this hot little topic! Why do we have bad customer service in retail fashion?  Well the consensus is that retail in Australia is not seen as a cool job to keep.  Ok while you are at uni, transitioning into something else.  There are no commissions paid (unlike the USA).  One panel member suggested that a culture needs to be created to retain staff and keep customers coming back.  One Aussie label who does this well is Black Milk.  Bloody awesome leggings and tight dresses for a certain age group.  It seems I have lost my daughter (aged 22) to a Black Milk cult of some sort.  She can't get enough.  They engage their consumers and its all made on Aussie turf.

Engagement is just one of the core competencies for any good retail team member.  Great people management is another.  Being able to empower team members and consumers is crucial today.

On line shopping is not even 20% of all retail sales, so brands can't blame the internet for a drop in sales.  Indeed Levi's Australia do not even have an on line store!  An old brand who continue to innovate.  Way to go!

Today's consumer is more informed.  The retail team need technology at their fingertips to keep up.  Engaging the consumer and building a relationship is crucial.  More than ever, boutiques need to work together to help each other.  There are a bunch of retailers in Flinders Lane doing exactly this!  Lenko Boutique have a fabulous strategy to engage their client and don't hesitate to refer the client on to another boutique who will have what they want.  That's integrity!

I'm still not convinced our major department stores have got the whole 'service' thing handled.  Despite them telling us so ..... think I'll wait for the experience.  It has not happened yet.

Gillian Franklin from The Heat Group spoke of investing heavily in people.  She stated that consumers are challenging brands, wanting to know 'who are you'?  I believe that with the internet at our finger tips we can see just how sustainable you are as a brand.  In the retail store, she believes we need to bring back excitement and vitality.  The consumer wants it.

This highly principled lady makes her people a focus, all experiences are a learning and she knows that she is a brand and never compromises on her principles.  I like it!

Consumers will always want to engage, particularly women.  The retail fashion environment needs to one that welcomes us in, not frighten us off!

What's your retail fashion experience?  Share where the good service is!