Fashion Up in Flames? Online Retailer Forum Focuses on the Future of Fashion in Australia

Threatened by younger, hotter, more addictive international competitors - is Australian fashion going up in flames? Local heavyweights from sass & bide, brandsExclusive and RagTrader to weigh in on the future of Australian fashion. E-commerce leader, Martin Newman to offer insights and tactical advice to designers and retailers poised to make the move online.

Melbourne, Australia, September 23, 2011 --( The high street shopping experience at the heart of fashion retail is being threatened by something younger, hotter and a lot more addictive. Sites such as and Topshop are bringing the latest global trends to the doorsteps of Australian shoppers, ending the reign of bricks and mortar retail with the click of a mouse. These contenders are using virtual fitting rooms, online video and fast delivery to rewrite the future of fashion – unless traditional retailers do something drastic to catch up.

Next week, the Online Retailer Conference and E-Commerce Expo will host "The Future of Fashion," a forum that takes a critical look at the industry’s biggest metamorphosis to date.

The forum will see local heavyweights, such as sass & bide CEO David Briskin, brandsExclusive Founder Director and StyleTread Founder Daniel Jarosch and RagTrader Editor Assia Benmedjdoub, lead a candid discussion into the future of the industry, in light of the recent boom in online retail.

Martin Newman, CEO of UK-based online strategy firm Practicology, whose clients include Ted Baker, Burberry and Harrods, will offer insights and tactical advice to designers and retailers poised to make their next move.

The dynamics of the fashion market have radically altered, and this panel of experts will tackle the challenges, the issues and the facts facing the future of fashion, including:

· The abuse of bricks and mortar fitting rooms by online shoppers.
· Changing supplier relationships and a surge in brands moving online to compete with retailers.
· Managing profitability through the shift from ‘on the rack’ to pick and pack.
· Navigating comparison-shopping and competing marketplaces.
· Choosing the appropriate technologies and marketing strategies to compete online.

Most importantly, the panel will offer Australian fashion retailers plenty of inspiration as well as a starting point for mapping a successful online strategy.

Sydney-based agency Design Identity, will also be exhibiting its newly developed product photography service, which is set to bring garments to life. The company will transform its booth into a miniature version of its in-house studio, where visitors will get to experience the way in which the its team of stylists, photographers and re-touchers perfect the "ghost-mannequin" technique to create tangible imagery that has the effect of trying on a garment.

The "The Future of Fashion" forum will take place in the Big Ideas Theatre, on Wednesday, 28 September at 12.30pm in the Expo Hall. Sponsored by, the Big Ideas Theatre gives delegates an opportunity to hear from leading solution providers who will share hot tips, insights, best practice case studies and newly released innovations.

Delegates who register for the free Online Retailer Expo Pass will be able to attend all keynote presentations*, plus seminars in the Big Ideas Theatre on both Tuesday, 27 September and Wednesday, 28 September 2011.

To see the full conference agenda and register to attend the Online Retailer Conference and E-Commerce Expo, please visit:

Event details:
Name - Online Retailer Expo and Conference 2011
Dates - Monday, 26 September to Thursday, 29 September, 2011
Venue - Sydney Convention and Exhibition Centre, Darling Harbour, Sydney
Official website –

*Subject to seating availability.

Online Retailer
Nirosha Methananda
03 9585 9872