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Singapore : Fashion Designers Eyeing International Market For Business |
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2003-9-10
The fashion designers of Singapore is looking towards international market for business due to the economic downturn and increased competition from international fashion designers.
Creative Director Adrian Huang started the Mizu label with a couple of friends says designing for Singaporeans is no easy task.
"In Singapore, they are on a bit of a conservative side when it comes to dressing and when it comes to hanger appeal.
When they look at a piece on a hanger if they can''t understand it
straightaway it''s sometimes difficult to sell...you have to adapt your designs to something as simple as hanger appeal," he said.
Mr Huang feels the local market is small, so the only way for designers to expand and survive is to venture overseas.
His views are echoed by established designers.Mr Daniel Yam, Designer, said: "Definitely over the next two years we are going regional. The Daniel Yam shop will be open in Bangkok and
discussion is coming in for a franchise in Indonesia."
Mr Yam feels the only way to stay afloat in Singapore is to make
designs more accessible.The organisers of this year''s Singapore Fashion Week also saw a move towards more marketable designs.
Mr Chris Koh, Secretary-General pf Textile and Fashion Federation, said: "This year we see a lot more practical designs, more down to earth, more sales. You need a balance, you cannot create designs so nice on the catwalk that it doesn''t sell as well. So I think it''s good that reality strikes home, bring down to earth for some of the really creative designers."
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