MEDIA RELEASE PR35114
New Buying Strategy Emerges as Consumers Cut on Costs but Not Style
HONG KONG, June 18 /PRNewswire-Asia-AsiaNet/ --
The worst of the recession may possibly be behind us, but consumers today are still seemingly spending
conservatively. What do recession-minded consumers want? Good prices are a must, newness is essential,
and don't expect they will trade down on style or quality.
Fashion buyers should be on the lookout for new and exciting products that factor in both price and
value. The problem is that few products match these criteria in today's marketplace.
"It's a niche that I aim to fill," said Perrine Ardouin, senior event manager of Fashion Access, a boutique
trade fair in Hong Kong specialising in fashion footwear, handbags, travelware and lifestyle accessories.
Ardouin, whose job is to connect fashion buyers with a global network of suppliers, is currently gearing up
for Fashion Access October 2009 to meet the sourcing needs of mid-market retailers on the hunt for such
products that will "hit a shopper's sweet spot".
Offering unique and distinctive fashion merchandise across a broad product range has always been the
strength of Fashion Access. The fair is specialised for boutique owners, department store buyers, and
brands looking for private label partners and quality suppliers from around the world.
"There is an assumption that consumers today are opting for classic styles, but what they really want is
that element of newness -- a product or design that stands out. Their decision to buy is all about the Wow
Factor," Ardouin said.
Fashion classics work for strong branded luxury goods, because consumers view them as "big ticket
items"; a long-term investment. For mid-ranged fashion, however, consumers are looking for good-for-value
merchandise.
Ardouin pointed out it is not about winning the price war. She adds: "Today's discerning shopper will not
cut back on style and quality. A buyer's sourcing strategy should consider this price-value equation."
Case in point -- a key highlight at Fashion Access October is branded contemporary footwear from Brazil,
which has grown from strength to strength in important fashion circles. Returning exhibitor Via Uno, for
example, adopts a brand strategy in line with Fashion Access' mission to offer on-the-pulse trends and
distinctive design at an excellent price point.
Many exhibitors at Fashion Access are also adapting to the new retail environment by offering smaller
order quantities. "In view of the current economic situation we have decided to allow trial orders of 50
pieces minimum for a mix of products of our Franc Bourgeois brand," said brand founder Oliver Grammont.
"This gives retail buyers greater flexibility in the sourcing process."
In line with Fashion Access' Let's Go Eco theme this year, the environmentally-friendly Franc Bourgeois
handbags are expected to be a hit at the October fair, with its 'vintage-look' design appealing to the
European, Japanese and Korean markets. "Our products are only made of naturally tanned leather and
natural components," Grammont explained.
Also noteworthy is that consumers may prefer buying fashion accessories, such as handbags and
footwear, because they offer a cost-effective way to update last season's outfits.
Said Peter T. Mangione, former President of the Footwear Distributors and Retailers of America: "Being a
relatively low-cost fashion product with a high 'feel-better-quotient', footwear is bucking the trend of dismal
retail sales in the US. The footwear sector is really doing better."
Fashion Access, Asia's most international fair for handbags, footwear, travelware and lifestyle
accessories, is organised by APLF and will take place from October 6 - 8 2009 at the Hong Kong
Convention and Exhibition Centre.
About APLF Limited
APLF Limited is a joint venture between UBM Asia Limited and SIC SA, Paris and is managed in Asia by
UBM Asia Limited.
For fair details, please contact:
Ms Perrine Ardouin, Senior Event Manager
Email: perrine@cmpasia.com
For media enquiries, please contact:
Ms Emily Chan, Marketing Communications Executive
Email: emilykwchan@cmpasia.com
APLF Limited
17/F China Resources Building
26 Harbour Road, Wanchai, Hong Kong
Tel: +852-2827-6211
Fax: +852-2827-7831
SOURCE APLF Limited
NEWS 
