Big sales of Jennifer Hawkin’s trackside dress is
11 月 3rd, 2010 by qi9er3o12
Big sales of Jennifer Hawkin’s trackside dress is a racing certainty for Myer
THE Melbourne Cup is Australia’s largest and most lucrative catwalk.
When racegoers descend on Flemington tomorrow, thousands of Beach Wedding Dresses, shoes and hats will have been sold, and thousands more will be after their exposure on celebrities such as Myer ambassador Jennifer Hawkins.
“We see a huge increase in women literally calling and asking for ‘the dress that Jen was wearing’,NFL Jerseys,” said Sydney designer Nina Maya, who is dressing Hawkins for the Cup.
“The Beach Wedding Dresses will be in high demand for the following months so, with the dress she is wearing on Tuesday, I will put that into my next collection in a similar style but a different fabric.”
As Maya and Hawkins tried on outfits yesterday in Melbourne’s Crown Metropol hotel, Maya emphasised the commercial benefits of playing dress-ups during the Spring Racing Carnival.
“The races are a very important part of my business,” she said.
“I design a summer range specifically for the races and we do a lot of publicity pushing around those particular dresses.”
While some women began planning their outfits for tomorrow months ago, others have left it to the last minute.
“In the last couple of months we’ve had people calling, trying desperately to track down particular dresses for the races, but you also see them buying right until the day before.”
Either way, Maya said there was “definitely an increase in sales across the board” for her collection priced from $350 to $550 in the lead-up to the Cup.
Melbourne designer Toni Maticevski will also replicate the one-off Beach Wedding Dresses he has designed for Myer ambassador Rebecca Twigley to wear on Cup day.
As Hawkins and Twigley hobnob with guests in the Myer marquee tomorrow, Coomber will be assessing how she can translate the coverage into sales for her younger designers.
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