Calls to Improve Fashion Week
Designers and buyers at Dubai Fashion Week are calling for changes in the event to make it more viable. The third annual edition of Dubai Fashion Week kicked off on April 5th and runs through April 9, 2009.
Buyers and designers alike are concerned at the lack of marketing for the event as well as poor accessibility to organizers and lack of post-event data. The bottom line is that little, if anything, was sold at last year’s event and the prospect for this year’s show is even bleaker, with the sagging global economy.
Concept Events, the organizers of the event, were unable to provide figures as to how much was sold at last year’s event. This is in stark contrast to events such as London Fashion Week, held in September 2008, which reports $19.8 million (US) in orders were placed at their event.
Organizers argue that the event is still young and developing its identity and reputation. Designers are worried that the event is not well attended and that many buyers and designers aren’t notified of the event in advance.
Samara Punjabi of Bauhaus, one of last year’s biggest buyers, revealed that she had not yet received notification of this year’s event. Concept Events contends that all registered buyers have been sent information about the show, including a buyer’s docket and information on how to register.
Attendance will tell whether the fault is with the organizers or a failure of designers to understand the market, which is looking more for ready to wear garments than haute couture.
Dubua Fashion Week is expected to attract buyers and top designers from across the region. Look for international fashion media and even a few celebrities to be holed up in Dubai UAE luxury hotels during the five day event.
Designers scheduled to show their autumn/winter lines include Mariam Al Mazro, Hatem Alakeel, Walid Atallah, HSY, Salma Khan, Amal Murad, and Reem Ali Beljafla.