This article provides an analysis of Virgin Melbourne Fashion Week, including its strengths, weaknesses, opportunities, and threats. It also offers recommendations to improve the event. The festival is a yearly celebration of fashion, design, trade, and creativity that aims to promote the Australian fashion industry and Melbourne as its center. The festival has been successful in promoting strong brand names and sponsors, increasing demand, and improving staff mindset. However, it has also faced challenges due to the global dynamics of the fashion industry. The article suggests that the festival should focus on boosting its advertising techniques, trade, and sponsorship, and track the success of its objectives to maintain its growth.
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