As all professional marketers know, these days good market segmentation is critical to the success of a campaign. Increasingly restrictive marketing budgets mean you simply cannot be all things to all people. Designers Daniel Romanin and Nikolina Ergic from the label One Fell Swoop certainly know this.
 |
|
© Stefan Gosatti
|
Winners of the 2011 WA Most Innovative Designer of the Year award they’ve set about carving a nice niche for themselves. There was however one element of their show that left me pondering the emergence of a new market segment …
Wednesday heralded the much anticipated opening night of the 2012 Perth Fashion Festival.
For months Perth fashionistas have plucked, primped and employed a range of misguided strategies, in their attempt to avoid the chocolate mud cake screaming for attention from the local bakery window. Alas it was too late, the night was upon us …
As the VIPs picked out a spot to stand in the Perth Town Hall, I’m guessing several were left pondering the sanity of their nosebleed high stilettos. Meanwhile backstage 20 models readied themselves for the 40 looks that made up the Illusive Tribe Collection.
 |
|
© Stefan Gosatti
|
Keeping true to its ethos of sophistication and femininity, One Fell Swoop presented a cross seasonal range focused on soft draping, and layering that conveyed effortless sensuality. The colours were olive, mustard, metalic, white and black.
 |
|
© Stefan Gosatti
|
In keeping with this theme the makeup conveyed a natural, earthy look. It’s here that I have to be honest.
While that message was definitely achieved there was something else …. something left deep down in an often ignored cavity of my brain … something whispering, trying to be heard … I tried hard to ignore it …
 |
|
© Stefan Gosatti
|
It was only when I looked back on the behind the scenes photos that I saw it …
… earthiness with just a hint of …
… zombie.
So I’m left pondering …
 |
|
© Stefan Gosatti
|
-
Given the success of One Fell Swoop and their innovation accolade, perhaps they know something we don’t? Perhaps there is indeed a whole other market segment out there just dying to be clothed (sorry). They’ve certainly already shown a penchant for draping.
-
Does the Australian Bureau of Statistics Census Manager know about this? If so who will he/she get to knock on the zombie households come Census night? Or maybe they’ll enlist the zombies to knock on our doors, after all they’re not averse to roaming the streets? If they did, I suspect the final count would be very simple ….3, no hang …2, nope …1… oh blast!
-
Maybe the Australian Red Cross would see future synergies in streamlining their departments … doorknocking and blood donations at the same time.
For more information on the PFF go to http://www.perthfashionfestival.com.au
For more information on One Fell Swoop go to http://onefellswoop.net
