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Despite her own fashion label, Etre Cecile, being stocked by Myer, the Australian-born, London-based Sewell was bemused by our leading shopping precinct's lack of innovation. Style.com fashion director and co-founder of Etre Cecile, which is stocked by Myer, Yasmin Sewell (right) chats with fashion designer Bianca Spender, who is stocked in David Jones, during Fashion Week Australia. "I'm always disappointed by the retail," she said. "With Net-A-Porter, Matches and Farfetch, Australia are the top three customers, so why don't we have the most phenomenal department stores? Kick ass department stores that are leading the world that have amazing spaces, amazing retail, beautiful merchandise and phenomenal marketing that is pushing boundaries, which is what I'm all about. MBFWA 2017: The street style not to miss, day 4 "I think they do a good job but I still think they underestimate the Australian customer and Australians are shopping. At one point every retailer came to me asking: 'How do I get to Australia? How do I get to that woman?' Because they are shopping, they all came to me. These department stores here didn't," she said. Sewell is considered to be one of the world's leading fashion experts. After successful senior creative tenures at Browns and Liberty in London, she is now the creative director for style.com , a new Conde Nast online shopping platform that allows readers to directly buy the items showcased in the US and British issues of Vogue and GQ. "I think here they still underestimate that they can do phenomenal things and build an environment that people want to go to everyday, not just online, which is, of course, very important. But there's no space, people want a space, they want to shop somewhere and eat somewhere and drink coffee and experience something and do something and it's still not being done here." Net-A-Porter's fashion director Lisa Aiken, who was in town scouting the next big names in local fashion at the Resort 2018 collections, confirmed that Australian shoppers were the online global retailer's biggest customers. Yasmin Sewell believes Australia should have a 'phenomenal' department store thanks to the amount we spend on fashion. "Australia is consistently in our top five best performing countries," Aiken said. "We have three businesses: America, the UK and APAC [the Asia Pacific region].
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The brand’s struggle has been interpreted as a worrying sign for the local retail industry given the collapse of a string of Australian fashion brands has been blamed on competition from overseas fast fashion giants. If the British-born label that took Australia by storm almost six years ago with Kate Moss as its brand ambassador — and which turns over $90 million a year — can’t make it here, then what hope is there for local retailers? Kate Moss made Topshop cool, but Australian shoppers have switched off. Picture: Gareth CattermoleSource:Supplied But while the news may have come as a shock to some, retail analyst Peter Ryan says he saw it coming. “The whole Topshop thing I never thought would work here,” Mr Ryan told news.com.au, dismissing its wares as “cheap clothing that really traded off its London cool”. He said the label’s appeal was at its peak when Topshop opened its first Australian store on Melbourne’s Chapel St “with great fanfare” in 2011. At the time, Hilton Seskin — who brought the brand Down Under — described it as Topshop’s most successful franchise opening ever. By the time its Sydney store opened the following year, young fashionistas were queuing around the block to get a first peak. But it went downhill from there, Mr Ryan told news.com.au, blaming a “substandard” product quality that would soon be eclipsed by Topshop’s international fast fashion rivals.
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