Event Dates: Monday 3 September to Sunday 9 September.
Event times: Events are held across the week from as early as 7am to midnight and beyond.
Estimated number of events on program: The 2011 program showcased over 200 events in and around Melbourne. This is the benchmark for 2012.
Estimated audience: Melbourne Spring Fashion Week (MSFW) 2011 saw 100,000 people visit the city during the week. This is the benchmark for 2012 with a specific goal to encourage visitors to the city to explore all that is on offer from MSFW events to shopping and dining out.
Economic impact: MSFW 2011 contributed over 1.7 million dollars to Melbourne’s economy through investment in venue hire, equipment, contractors, catering, talent, staff, publicity and marketing. In addition to this is the money spent by attendees in-store and on hospitality during their visit to the city. Attendees spent, on an average 3 hours per visit and invested $310 during this visit to MSFW resulting in an estimated injection of over 5 million dollars into the city economy. It is predicted that MSFW 2012 will produce similar economic impetus.
MSFW’s objectives are grounded in sound business goals, ensuring sustainable growth and realisation of potential, specifically:
- promote direct retail traffic at a non-sale period and capitalise on the high yield Spring Racing Carnival
- position the city as ‘the fashion capital’ highlighting the unique environment within the city’s retail, bars and other business experiences
- create excitement around city retail at the very beginning of the new fashion season and showcase the offer for immediate purchase
- provide a cost-effective means of promoting retail fashion to consumers for both retailers and designers
- provide a launching pad for new designers, products and stores in retail centres within the City of Melbourne
- drive consumer and sale promotions and stimulate product sampling and trial.
The 2011 MSFW consumer* was:
- female (88%)
- aged 14 – 39 (83%)
- rated MSFW 8 out of 10
- attended to see the new season fashion trends and to enjoy the ambience and atmosphere
*Source: GA Research TBL Assessment – MSFW 2011