Analysis of Virgin Melbourne Fashion Week

Event Analysis1
EVENT ANALYSIS
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Event Analysis2
Analysis of a Major Event: Virgin Melbourne Fashion Week
The Virgin Australia Melbourne Fashion Festival (VAMFF) is a yearly memorialization of
fashion, design, trade, creativity. The Melbourne Fashion Festival Ltd was founded in
1996 as a nonprofit organization orchestrated to publicize the Australian fashion production,
boost sales and portray Melbourne as the center of the conception of excellence. Since then,
Virgin Australian Melbourne Fashion Festival has become an exceptional shopper of Australia’s
premium fashion event offering a wide range of enterprises that encircles fashion, the creative
craftsmanship, public association and business concepts.
The Festival acknowledges the inspiration required to rejuvenate individuals, trade, and
close vicinity of the city, country and across its borders. Virgin Melbourne Fashion Week
continues to cheer and bring together designers, end users & brokers who ensure that Australian
fashion goes on. Their Cultural Program provides a platform for designers, curators, and artists
to present their creative style to the public during March annually. Surpassing the officially
scheduled activities of the festival week, the Cultural Program envelopes broader fundamental
parameters of how fashion can be explored and experienced beyond the runway. Melbourne
Fashion Festival is one of the most successful events in the world. The festival is being funded
by the government of state and different partners who have shown interests in promoting the
private sector. Every year the event commences in Melbourne and has led to positive impacts in
development of the country such as improving the economy, promoting exposure, positioning of
culture, and retail promotion.

Event Analysis3
Strengths
Since Virgin Melbourne Fashion Week was established 1996, the exceptional 'L'Oreal'
brand image has blossomed. It has also created sensitization of the brand, acknowledgment and
subjective value to the targeted markets. It has built a trusted media profile, to grown and
produces a broader range of enterprises. The event has also promoted many strong brand names
and sponsors. Demand within Melbourne and other parts of Australia have also increased. The
mindset of staff towards the event, personal perspective, expertise, and involvement has also
been improved. The idea to develop a festival which acknowledged greatness in fashion industry
aimed to support and celebrates goodness and also creates the role models. The culture of the
fashion Festival was excite the people in the street and also provide inspirations to involve in
them and as a result, it has been a driving force in realizing the objectives of the industry through
showcasing of different talents( Corbellini and Saviolo 2014, p. 24).
The festival is now even more admissible. The international fashion week model has
changed, and renowned designers such as Burberry to Tommy Hilfiger have recognized sales
during the exhibition, this makes it distinguished from the traditional fashion exhibition that used
to call on media for preview during specific seasons. Virgin Melbourne Fashion Week with
twenty years of experience has done this for Australian and New Zealand brand and merchants.
The digital world has transformed this. In the past five years or so, the festival has enhanced its
supplication and congruity to the industry, and as this attracts all the famous and new designers
other relevant revered articles and magazine editors.
The greatest strength of the festival lies in the consumer to the relationships of the
business it has developed. The public has also been given access to the runaway exhibitions
allowing them to associate with the fashion models in different ways. Most the events are also