Australia Fashion Week Next Gen Winner

Discover the inspiring journey of Emily Watson from a home-based project to spotlight at Australia Fashion Week. This article delves into how strategic partnerships and innovative logistics solutions propelled her brand onto the global stage.

Emily Watson, a rising star in the fashion world, skillfully transformed challenges into opportunities as she navigated the complexities of launching a fashion label post-Covid. With her original plans derailed by the pandemic, Emily found an unexpected opportunity to create and develop her fashion brand from the comfort of her parents' home. Her innovative designs and entrepreneurial spirit led her to win Australia's prestigious Next Gen 2024, catapulting her into the spotlight at Australia Fashion Week.

The Next Gen 2024 program, a cornerstone of Australia's fashion industry since 1996, has been instrumental in discovering and fostering new talents who contribute significantly to the vibrant tapestry of Australian fashion. This competition offers an invaluable platform for designers to present their work on an international stage, alongside industry giants. Winners of this celebrated program receive extensive support, including a dedicated runway show at Australia Fashion Week, a comprehensive content package to enhance their brand's visibility, and tailored digital marketing strategies. Crucially, the prize also includes strategic support from DHL, providing $2,000 in international shipping credits and expert logistics consultation, ensuring winners are well-prepared for global expansion.

This backing has not only affirmed Australia's status as a fashion hub, comparable to the traditional powerhouses of Italy and France, but also ensures that these emerging designers are poised to make their mark globally, following in the footsteps of iconic Australian labels that have adorned celebrities like Dua Lipa and Anne Hathaway. With a focus on unique design and international appeal, Watson is set to redefine global perceptions of Australian fashion, navigating her brand towards significant international presence and commercial success.

Unexpected beginnings: Crafting success amidst disruption

Watson's entry into the fashion industry was serendipitous, driven by the unforeseen disruptions of the Covid-19 pandemic. Originally destined for a London internship, Watson’s plans were abruptly halted, leading her back to the familiarity of her parents' home. There, amidst global uncertainty, she found solace and opportunity at her sewing machine. Utilising local TAFE facilities for a nominal fee, she began to innovate and create, laying the groundwork for what would soon become a significant venture.

Operating from a spare bedroom, Emily's initial foray into fashion design was humble yet fruitful. The lack of pressing financial burdens allowed her the freedom to experiment and refine her craft without the immediate risks typically faced by recent graduates. Her breakthrough came when she boldly approached the renowned Sydney stockist, Distal Phalanx, with her designs. The positive response she received not only affirmed her talent but also marked a definitive shift from hobby to professional pursuit.

From doubt to determination: Emily’s breakthrough

At the outset of her career, Watson faced considerable uncertainty. Fresh from university, the prospect of launching her own business in the competitive fashion industry seemed overwhelming, and initially, she set modest expectations for her creative endeavours. Her journey began as cautious exploration, with fashion serving more as a creative outlet than a commercial venture.

This exploratory phase was pivotal. Without the immediate pressures of the marketplace, Watson refined her unique style and approach, laying the groundwork for her future in fashion. Her career's trajectory shifted dramatically when she received a styling request from Rico Nasty's stylist. This opportunity transformed her outlook, converting her label from a hobby to a viable commercial entity. The positive reception to her designs bolstered her confidence, encouraging her to embrace the challenges of the fashion industry with renewed vigour and a clear vision for the future.

A star is born at Australia Fashion Week 

Emily Watson’s transformation from a fashion student to a recognized figure in the industry was solidified during Australia Fashion Week, fueled by her victory in the Next Gen competition. Despite her reservations about the limited control over the presentation, Emily's participation allowed her to showcase her unique swim and resort wear, marked by avant-garde ruffles, ties, and patchwork bikinis. This exposure not only resonated powerfully with the audience but also dramatically increased her brand’s visibility.

The event, supported by DHL, opened doors to new Australian and international stockists, enabling her to begin navigating the complexities of global fashion supply chains. This phase of her career was crucial, not only for its immediate benefits but also for the valuable business insights gained from a DHL mentoring session focused on optimising distribution and shipping strategies. These experiences have significantly helped Emily in establishing a legacy, expanding her reach, and affirming her brand's potential to thrive in the competitive landscape of fashion, particularly in the realm of exports and Direct-to-Consumer (DTC) models.

Adapting to new realities: Commercial strategy and consumer behaviour

Watson’s journey through the changing economic landscape has underscored the resilience required for independent designers to thrive. As consumer habits evolve towards a more conscientious approach to purchases, economic pressures have intensified, particularly affecting small-scale designers. In response, Emily has adeptly shifted her business model towards a DTC approach, strategically focusing on made-to-order production to align closely with current market demands and minimise waste.

This pivot not only addresses the sustainability concerns increasingly prevalent among consumers but also allows Watson to maintain agility in an unpredictable market. By reducing overproduction, her brand can adapt more fluidly to the ebb and flow of consumer spending, which has varied widely since the onset of the Covid pandemic. This model also ensures that her operations are both aspirational and commercially viable, providing a blueprint for navigating the complexities of today's fashion industry.

Expanding market presence with strategic partnerships

Watson's brand has broadened its horizons, reaching customers across diverse international markets including North America, New Zealand, South Korea, Japan, China, and the UK. This expansion has been significantly bolstered by her partnership with DHL, which has enhanced her brand's global logistics capabilities, enabling efficient shipping of clothes internationally.

Building a reliable supply chain has been one of her foremost challenges, especially as her garments require specialised skills in swimwear production. The complexity of aligning production with the fluctuating demand from wholesalers and overcoming logistical hurdles in e-commerce logistics necessitates robust strategies. Emily has explored various systems over the past four years, from working with local factories to engaging with overseas manufacturers and utilising agencies to streamline sourcing.

The emphasis on express delivery has been pivotal for her label, reflecting a broader industry trend where speed is often as crucial as the quality of the product itself. In today's fast-paced market, the ability to provide rapid delivery is essential for converting browsing into sales, making DHL Express’ expertise in logistics invaluable. This partnership ensures that Watson’s designs reach her customers promptly, maintaining the high level of customer satisfaction necessary for a luxury swimwear brand operating on a global scale.

Charting new horizons

Watson continues to navigate the complexities of Australia’s fashion industry, she embraces the challenges with a day-by-day approach, learning and adapting to remain agile in these uncertain times. Winning the Next Gen competition has not only been a significant milestone in her career but has also catapulted her label to new heights, bringing her unique designs into the limelight and significantly expanding her brand’s reach.

Looking ahead, Watson is excited about delving into the world of fashion accessories, a venture that promises to infuse her collection with fresh creativity. This new direction reflects her dynamic approach to fashion, constantly exploring new possibilities and expanding her product offerings to meet diverse consumer needs.

As she explores the cheapest ways to ship clothes internationally, she continues to work closely with textile importers in Australia and other partners like DHL Express. This collaboration ensures that her designs reach a global audience efficiently, reinforcing her presence in international markets.

DHL remains a steadfast partner, committed to supporting Watson and other ambitious designers in achieving their business goals. We invite other fashion entrepreneurs to join us, leveraging our expertise to navigate the logistics of e-commerce and expand their reach.

For those ready to take their fashion business to the next level, partnering with DHL Express offers the support and global network necessary to succeed. Start your journey with us today and make your mark in the fashion industry.