It is fashion week in Sydney, all the industry heavy weights are out scouting for the next big thing. The stormy weather did not deter director of Master/slave , Roderick Ng, from meeting up with the CEO of Inverted Edge Pte Ltd, Debra Langley and Chief Buyer Geraldine Laborie for a quick interview. With its head office in Singapore, Invertededge.com is a hot new pureplay enterprise specialising in retailing creative designs through providing a unique fashion experience. Along with its strategic geographical location for easy freighting, Inverted edge is a exciting website business with a distinct advantage of offering fashion consumers across the world a palatte of relevant designers from Asia-Pacific at fantastic pricepoints.
Fashion industry is not for the faint hearted. In the peak of this week, buyers and directors are expected to attend shows, network, close deals all the while trying to look fresh and fabulous. Consumate professionals, Langley and Laborie met up with Ng looking seemingly fresh having just jumped out of the cab from Carriageworks and got stuck into the shoptalk.
Not one to shy from industry commentary, Ng updated the group on the evolving landscapes of fashion business in Australia. The great exchange of industry news and relevant discussions lead to the importance of evolution. All in attendance agreed, in order to maintain relevance in the fashion business today, one has to embrace technology; to evolve with the new order of fashion commerce.
Left to Right: A fruitful meeting - Debra Langley (CEO of Inverted Edge Pte Ltd), Roderick Ng (Director of Master/slave), Geraldine Laborie (Chief Buyer, Invertededge.com)
Through an extended discussion of internet and its role in the commerce of fashion , Ng learnt the finer points of invertededge.com and the important role it plays in Asia-Pacific fashion. Langley explained that more than ever before fashion has been thrust into the realms of the global trade.
"Our Clients are buying from everywhere" Langley explained.
Whether you are a mega high street brand or self-funded young designer, the current climate of fashion trading is conducted on the world stage and across borders.
No longer can designers design for a client limited to georgraphy. Designers must learn to embrace designing for global citizens. Along side the mainstay of globalization, the encroachment of global warming has also influenced the way consumers shop for fashion. Invertedge.com retails trans-seasonal designer pieces to fit all climates. Their well sourced networks and collaborative spirit mean clients can now expect to see more original capsule collection and limited edition pieces from well known Asia-Pacific designers, all this at one original source. Through its niche of offering tightly edited and unique collections, clients everywhere now have the option to shop online not just based on prices but for original concepts and styles.
Having just launched two weeks ago, Chief buyer, Geraldine Laborie was quick to point out that "younger consumers are buying accessories". Accessories provided low priced entry level for younger consumers to covet brands, while sophisticated women are embracing the notion of purchase for the purpose of "layering".
Layering in fashion is not a new concept. However, its relevance is compelling as consumers embrace the unpredictable change of weather and the need to be practical in the economic climates post GFC.
Whether you are holidaying in Bali, partying in singapore or working in Munich, you can now shop new fashion frontier at: http://invertededge.com/