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In an industry such as the fashion industry, which has become increasingly competitive, hiring the right talent is crucial. The fashion industry thrives on innovation, creativity, and an acute understanding of trends, making the recruitment process a crucial step for any fashion brand. Whether you're scouting for designers, stylists, or marketing experts, knowing what to look for can help you assemble a team that not only meets, but exceeds your expectations. Here’s our recommendations on the personal qualities that your ideal candidates should have and some questions to better understand your candidates: Passion and Vision Passion is the driving force behind every successful fashion endeavour. Look for candidates who are not only skilled, but also deeply passionate about their craft. A genuine love for fashion will fuel their creativity and dedication, leading to inspired designs and innovative solutions. We recommend you seek out individuals with a clear vision for their work and the ability to articulate it effectively. Fashion is as much about storytelling as it is about aesthetics, so having a strong vision can set your brand apart in a crowded market. As Fashion Designer Carla Zampatti says, “Like the intern I would hire, the person who stands out in an interview will show initiative, drive and enthusiasm.” Here are some questions you might like use to help assess whether your candidates have passion for this type of role: 1. What inspired you to pursue a career in fashion? 2. Can you describe a moment when you felt particularly inspired or excited about a fashion project you worked on? 3. How do you stay updated on current fashion trends and industry developments? Creativity and Originality In an industry where trends come and go with the blink of an eye, originality is key. Look for candidates who demonstrate a unique perspective and a willingness to push boundaries. Ask for evidence of creativity in their past work (maybe ask them to bring it with them to the interview). Examples could include innovative designs, unconventional styling techniques, or out-of-the-box marketing campaigns. A creative thinker can breathe life into your brand and help you stand out in a sea of sameness. Marc Jocobs says it best when he says: “To me, clothing is a form of self expression. There are things about who you are in what you wear.” Questions you might ask about creativity and originality during the interview process are: 1. What is your creative process like when approaching a new design or project? 2. Can you share a specific example of a time when you took a creative risk or pushed the boundaries in your work? Technical Skills While creativity is essential, technical proficiency is equally important. Depending on the role you're hiring for, look for candidates with the necessary skills and expertise to excel in their field. For designers, this might include proficiency in pattern-making, sewing, and garment construction. For marketers, it could involve a strong understanding of digital analytics, social media strategy, and branding principles. Assessing candidates' technical skills ensures they have the foundation needed to bring their creative visions to life effectively.

The Australian fashion market is constantly evolving, with retail trends this year aimed to redefine the industry. Here are some predictions of what fashion retail trends we will see this year: Digital Transformation The growth of digitisation post pandemic looks set to continue this year in the form of a range of experiences to support consumers with their decision making, including: Virtual Try-ons Virtual try-ons enhanced by AI, leverages AI algorithms and AR technology to generate a digital depiction of an individual's body shape. These platforms enable users to either upload a photo or utilise their device's camera to instantly visualise how a garment would appear on them. Through the analysis of the user's body dimensions, size, and proportions, AI algorithms can precisely replicate the fit and look of clothing, providing users with an authentic preview of their potential appearance in the garments. Augmented Reality Shopping Experiences We know that Australia closely follows the US and Asia for industry trends. In 2021, a survey by Bizrate Insights found that half of US adults have used or are interested in using AR or VR while shopping. Integrating AR and VR into the shopping experience needs to be seamless for consumers in order for it to gather momentum. This includes integration with creative content, payment systems, supply chains, and delivery services. The Evolution of Omnichannel Retailing The lines between online and offline shopping will blur as retailers embrace omnichannel strategies . While this has been well underway for many years, this will continue in 2024 with an integration of brick-and-mortar stores with e-commerce platforms. This will offer customers a cohesive shopping experience across multiple channels. Sustainable Fashion Sustainability will remain a top priority for both brands and consumers. Consumers will gravitate towards brands that demonstrate a commitment to ethical and sustainable practices. Many Australian brands are moving towards B Corp Certification such as Bared Footwear, Bassike and Kathmandu. In Australia, more retailers are joining the Seamless Scheme , which plans to transform how clothing is made, used, reused, and recycled to create clothing circularity by 2030. Inclusive Sizing and Diversity In Australia, we should expect to see more brands expand their size ranges to cater to diverse body types , while also featuring a wider representation of models in their marketing campaigns. Inclusivity will not only become a moral imperative, but also a smart business strategy as brands tap into underserved markets. Support for Local and Independent Brands Along with the rise of conscious consumerism, shoppers will support smaller, independent fashion brands. Consumers will seek out local labels with a brand that resonates for them and provides a greater focus on craftsmanship and quality. Retailers will leverage storytelling in order to differentiate themselves in a crowded market. Otway The Label is a great example of how to build an engaged community through in-store experiences and storytelling. We’d love to hear about any trends you’ve noticed! Permanser Consulting - Recruitment Specialists in the Fashion / Textile / Lifestyle / Accessories Industries. Tanya, Amy & Natalie at Permanser Consulting E admin@permanser.com.au P (03) 9654 5988

TikTok is a hugely popular social media platform and has risen quickly in popularity to become a global hub for creativity and entertainment. The platform launched in 2016, enabling users to create and share short-form videos set to music, showcasing a wide array of talents, trends, and challenges. TikTok has captured the attention of a young audience, particularly Gen Z and Millennials. The platform's algorithm has contributed to the rapid growth of trends and the discovery of new talents. TikTok has also become a significant player in influencing fashion, music and internet culture. TikTok launched #TikTokFashionMonth in September 2023, focusing on fashion and beauty inspiration. Collaborating with creators, TikTok aims to showcase trends, enhance e-commerce capabilities, and compete with rivals like Instagram and Facebook for in-app purchases. Tiktok is incredibly influential in converting viewers to purchasers in the fashion space. The statistics speak for themselves: TikTok users on fashion journeys are 1.3 x more likely (vs other platform users) to convince someone to buy a product they saw on the platform TikTok users on fashion journeys are 2.5 x more likely (vs other platform users) to create a post and tag a brand ( Source ) So how does TikTok drive fashion trends? Authenticity On TikTok, most content comes from regular users who prefer authenticity over the polished look of Instagram. This authenticity is particularly influential in fashion content, often going viral. According to Kudzi Chikumbu, TikTok's Director of Creator Community, fashion on TikTok is more than just outfits; it extends into creative expression. TikTok provides a joyful space, offering the fashion industry a fresh way to showcase their art and personality. Influencers and Big Events Sponsors of large scale events that gained visibility from TV in the past, turned to TikTok as a super effective marketing platform. Influencer partnerships are being prioritised by fashion brands (partnered with paid ads), enabling them to gain both brand awareness and direct sales. The fashion retailer Shein is a great example of this, becoming the most talked about fashion brand on TikTok in 2020. It’s a level(ish) playing field FashionTikTok welcomes brands of all sizes, providing a platform where smaller, emerging businesses can flourish. The TikTok community is 15% more inclined to make purchases from small, independent businesses compared to other social media channels. Even an account with a modest following can attract thousands of views on a video! Is TikTok part of your marketing strategy? We’d love to hear more about it. Permanser Consulting - Recruitment Specialists in the Fashion / Textile / Lifestyle / Accessories Industries. Tanya, Amy & Natalie at Permanser Consulting E admin@permanser.com.au P (03) 9654 5988 Image Credit

Fashion collaborations have often been great opportunities for brands to innovate, explore and push creative boundaries. Some of the most significant collaborations of 2023 help redefine trends and extend the traditionally accepted boundaries of a brand. These include the fusion of luxury and sustainability to pairings that challenge societal norms. Here’s our top 4 brand collaborations for this year: Mulberry x Axel Arigato Luxury British heritage brand Mulberry has collaborated with Swedish lifestyle label Axel Arigato for a capsule collection of ready-to-wear shoes, bags and accessories. The collection includes 35 pieces which fuse the classic lines of Mulberry with the scandi-cool minimalist approach of Axel Arigato. More of the collection can be found here . Mugler x H&M Collaboration is part of the brand essence at H&M - it exposes them to new markets and ensures that they remain relevant and topical with consumers. The capsule collection created with Mugler’s creative director Casey Cadwallader encapsulates ‘the unique and vibrant spirit of Mugler.’ The collection includes Women’s and menswear which includes spiralled jeans, sculptural accessories and Mugler’s iconic catsuits. More information on the collection can be found here . Le Specs x More Joy Debuting on the runway in 2018. More Joy, founded by Christopher & Tammy Kane, is loved by its fans for its minimalist aesthetic - it often features the label ‘More Joy’ against different backgrounds. The 2023 collaboration with Australian eyewear brand Le Specs garnered two unisex styles and multiple colour options including the signature More Joy palette of red, black and white. The words ‘Sex’, ‘Special’ and ‘More Joy’ are emblazoned across different areas of the sunglasses, depending on the colourway. More information about the collaboration can be found here . Levi's x Valentino The collaboration between Levi's and Valentino involved partnering the classic denim brand with the luxury of Valentino, elevating the collection with a luxury touch. The collection included embellished denim jackets and detailed jeans that showcased how versatile denim could be. More information on the collaboration can be found here . What is your favourite brand collaboration? Permanser Consulting - Recruitment Specialists in the Fashion / Textile / Lifestyle / Accessories Industries. Tanya, Amy & Natalie at Permanser Consulting E admin@permanser.com.au P (03) 9654 5988

One thing’s for certain in the world of fashion, and that is constant innovation. Fashion continues to push the envelope with regards to experimentation in design and material. The impact of AI on fashion has resulted in a re-definition of creativity and how we approach the shopping experience. The future of fashion seems boundless when you consider how AI might shape its potential. There’s been a range of predictions and experimentation in fashion circles with a range of AI offshoots like NFT’s (Non Fungible Tokens), Augmented and Virtual Reality. According to a McKinsey report , some of the potential use cases for AI in fashion include: Product Converting fashion sketches into designs for 3D models Providing new ideas, variations of design and inspiring imagery and style Customising products for individual customers Author and futurist Kevin Kelly once said, "The business plans of the next 10,000 startups are easy to forecast: Take X and add AI." In fashion, this equation translates to "Take design and add AI." In Australia, fashion designers are leveraging AI to automate various aspects of the creative process. AI Image generators involve using generative AI to influence upcoming fashion trends. AI algorithms can predict fashion trends and analyse customer insights, ensuring designs are more likely to be popular with consumers. H&M trials designs with its customers to better understand which ones appeal most to customers. This data is used via a generative adversarial network (GAN) which proposes new designs in line with customer needs and current trends. Sustainability If AI is able to more accurately target consumer demand, this should play out to a reduction in production and overall impact on the fashion’s environmental footprint. Dr. Kate Fletcher , a renowned researcher in fashion sustainability, asserts, "AI plays a pivotal role in reducing the environmental footprint of the fashion industry. By optimizing supply chains and predicting consumer demand, AI can minimize overproduction and resource waste." Marketing Predict trends, changes to consumer behaviour and simplify data from buying patterns Automation of consumer segmentation data Personalise marketing content based on consumer insights Develop content, reducing writer’s block for marketing teams Digital commerce and consumer experience: Generate sales descriptions based on prior successful sales posts Virtual product try-on and demos to individual consumers Enhance intelligent AI agents (such as conversational chatbots, virtual assistants) and self-service to address advanced customer enquiries  There are great opportunities for AI to provide a more personalised consumer experience. General retailer Zalondo uses Chat GPT to help customers find products to meet their needs. Customers can ask questions and the tool with respond with suggestions based on the criteria given to customers. Supply Chain & Logistics Compiling data for supply chain partners Robot automation for warehouses Automation of the returns process for consumers Next, a UK Retailer, uses generative AI to write responses to customer enquiries. This reduces the time and impact on Customer Service staff. We’d love to speak to clients and candidates on any experience they have working with Generative AI. Permanser Consulting - Recruitment Specialists in the Fashion / Textile / Lifestyle / Accessories Industries. Tanya, Amy & Natalie at Permanser Consulting E admin@permanser.com.au P (03) 9654 5988

Fashion collaborations have often been great opportunities for brands to innovate, explore and push creative boundaries. Some of the most significant collaborations of 2023 help redefine trends and extend the traditionally accepted boundaries of a brand. These include the fusion of luxury and sustainability to pairings that challenge societal norms. Here’s our top 4 brand collaborations for this year: Mulberry x Axel Arigato Luxury British heritage brand Mulberry has collaborated with Swedish lifestyle label Axel Arigato for a capsule collection of ready-to-wear shoes, bags and accessories. The collection includes 35 pieces which fuse the classic lines of Mulberry with the scandi-cool minimalist approach of Axel Arigato. More of the collection can be found here. Mugler x H&M Collaboration is part of the brand essence at H&M - it exposes them to new markets and ensures that they remain relevant and topical with consumers. The capsule collection created with Mugler’s creative director Casey Cadwallader encapsulates ‘the unique and vibrant spirit of Mugler.’ The collection includes Women’s and menswear which includes spiralled jeans, sculptural accessories and Mugler’s iconic catsuits. More information on the collection can be found here . Le Specs x More Joy Debuting on the runway in 2018. More Joy, founded by Christopher & Tammy Kane, is loved by its fans for its minimalist aesthetic - it often features the label ‘More Joy’ against different backgrounds. The 2023 collaboration with Australian eyewear brand Le Specs garnered two unisex styles and multiple colour options including the signature More Joy palette of red, black and white. The words ‘Sex’, ‘Special’ and ‘More Joy’ are emblazoned across different areas of the sunglasses, depending on the colourway. More information about the collaboration can be found here . Levi's x Valentino The collaboration between Levi's and Valentino involved partnering the classic denim brand with the luxury of Valentino, elevating the collection with a luxury touch. The collection included embellished denim jackets and detailed jeans that showcased how versatile denim could be. More information on the collaboration can be found here . What is your favourite brand collaboration? Permanser Consulting - Recruitment Specialists in the Fashion / Textile / Lifestyle / Accessories Industries. Tanya, Amy & Natalie at Permanser Consulting E admin@permanser.com.au P (03) 9654 5988

Some of Australia’s largest retailers – BIG W, David Jones, The Iconic, R.M. Williams, Lorna Jane and Rip Curl have signed a groundbreaking deal to tackle the huge problem of textile waste in this country. 30 of Australia’s top clothing producers were approached by the Australian Fashion Council to join the National Product Stewardship scheme and roadmap to clothing circularity, called Seamless. Seamless acknowledges that the fashion and clothing brands who place clothes on the market are responsible for the entire lifecycle of the garment, from design to recycling or sustainable disposal. The key goals of Seamless is to drive the fashion industry towards clothing circularity by 2030. The initiative is dependent on industry take-up to be successful. If the majority of retailers adhere to the scheme, the activities driven by Seamless could help divert 60% of end of life clothing from landfill by 2027. Around 200,000 tonnes of clothing ends up in landfill each year in Australia. The Seamless scheme asks each retailer who signs up to pay a levy of 4 cents per garment produced and fund $100,000 to the scheme for the first year it is established. Additionally, the NSW Environment Protection Authority is contributing $100,000 to the transition phase. Tanya Plibersek put out a clear message to Australian clothing retailers that while the Seamless scheme was voluntary during the 12 month transition phase, it could be mandated if there was not sufficient business take-up: “Clothing has been sitting on the priority list for regulation for the last couple of years. That means that the government has said to this industry that we’re giving you a chance to get your house in order…If companies choose to pull out, or free ride on the work of others, then I have no problem stepping in and regulating directly.” More information on the roadmap for the Seamless scheme can be found here. We’d love to speak to clients and candidates with experience on fashion circularity.  Permanser Consulting - Recruitment Specialists in the Fashion / Textile / Lifestyle / Accessories Industries. Tanya, Amy & Natalie at Permanser Consulting E admin@permanser.com.au P (03) 9654 5988

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