Virgin Melbourne Fashion Week: Detailed Event Analysis Report

This report provides a comprehensive analysis of the Virgin Melbourne Fashion Week, classifying the event by size, form, and content, and discussing its market position both nationally and globally. It delves into the event's timeframe, attendance, tourism significance, economic impact, and organizational structure, further evaluating its strengths, weaknesses, opportunities for growth, and potential threats. The analysis identifies key strengths such as the established 'L'Oreal' brand image and increased demand within Australia, while also addressing weaknesses like the repositioning of the fashion industry. Opportunities for growth include showcasing new designers and leveraging digital platforms, while threats include increasing competition. The report concludes with recommendations for the future development and prosperity of the event, emphasizing the importance of marketing strategies and continuous tracking of objectives. Desklib is a platform where you can find similar solved assignments.

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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.

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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

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not charged whereas those in the runaways attract a ticket fee. The festival also showcases
designer collections and the marching takes place in the runways where the audience comprises
of thousands. Through the digital interfaces which have been developed in the recent years, the
audiences also purchases items in the exhibition which is an important way connecting the
suppliers and the buyers.
Weaknesses
Like many fashion industries globally, Virgin Melbourne Fashion Week has drastically
repositioned itself over a few years ago transiting from geographically centralized manufacturing
areas to the geographically separated or distantly located companies that are widespread across
Australia and beyond. This paradox has influenced the fashion industry across the globe.
Acknowledging this critical dynamic in the industry, the Fashion Festival has evolved platforms
such as the Fashion Industry Forums, The Business Seminar, and Marketing Breakfast that
intended to bring together the firms that have scattered due to various dynamics affecting the
industry (Van 2014, p.110). These forums provide the industry important information, enable
networking and support the growth of a wide variety of businesses as well.
Opportunities
There are several opportunities associated with the above primary event. The brands are
being showcased to the audiences having a lot of attendees, who are mainly retailers, fashion
media, and celebrities who are in the front rows in order to capture interests of the media. Virgin
Melbourne Fashion Week also democratizes fashion by provision of a platform to showcase. The
Fashion Festival also supports the new designers by giving out different awards such as the

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National Designer Award which has raised some of the careers of designers. There have been
also National Graduate presentations that distinguish the fashion design graduates when
providing them opportunities to experience their talents with the lead designers. The show also
gives them the opportunities of mentorship. Through carrying out digital work, the audience
purchase as the talents are being showcased in the event. This ensures the fashion industry is
promoted to the world and therefore continuous growth of the fashion industry (Pine and
Cameron 2011, p. 75). This event is also an important opportunity to celebrate the fashion
innovations in Australia and also recognize the impacts it has.
Threats
Because of many of the growing number of fashion industries across the world, the local
industry has repositioned itself over the recent years moving from geographic clusters to the
centralized inner circles of the manufacturing bases to the geographical companies that are
imminently spaced across the country. Due to these dynamics, local manufacturing industries
have faced losses; businesses however nowadays work in the global framework supply chain
which is interfaced through the digital networks. This is a paradox which has greatly affected the
fashion industry in Australia and across the world.
Recommendations
Virgin Melbourne Fashion Week has orchestrated events known as the Fashion Full Stop,
the Decades of Australian Fashion. The popular event has been confirmed by creative directors

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such as, Grant Pearce, who stated there have been no opening shows days before the presentation
and instead a small presentation has been carried out. To achieve this, establishment of numerous
objectives, approaches in marketing, and the action plans by focusing and boosting the
advertising techniques, trade and sponsorship (Kiseler and Andreeva 2016, p 50). Virgin
Melbourne Fashion Week also should track continuously success of their set objectives and
modify and maintain the strategies and the actions effectively. The changes are to reflect directly
on the target markets and the specific demands.
References
Corbellini, E. and Saviolo, S., 2014. Managing fashion and luxury companies. Etas.
Kiseler, M. and Andreeva, A., 2016. How to provide creative concepts for business events with
limited budget. Case: Nordic Digital Business Summit.
Pine, Cameron. "Fashionisation." Instyle May/Jun 2011 (2011): 74.
Van Koppen, A. "Envelope: interpretations of a design practice engaged in sustainability and
fashion." (2014).