AARLI 2015 + NEXT STAGES

AARLI NEXT STAGES

Since completing my collection in April 2014 -  AARLI had been spending time trying to refine the collection and have been putting into place Australian manufacturing options and ethical supply chains in order to be able to produce quantities. I believe my collection was not suitable for Autumn/Winter 14/15, Spring/Summer 15/16 release will be much stronger and AARLI will stand a much better chance of success.

In Oct 2014, AARLI applied for Marketing + Development grant and AARLI was awarded an WA Arts Grant. This grant was used to create an online marketing campaign for our debut collection including e-commerce website. I am planning to release Online campaign next year in order to gain new retailers/ stockists, gain sales/orders to have my products in stores and online by SS 2015/16.

POZIBLE CAMPAIGN

AARLI launched pozible campaign on 20 November 2014 (60 days) to crowd fund for this project. The campaign was successful on 20 January 2015.

CAMPAIGN, PRODUCT SHOOT & BTS VIDEO SHOOT

On 8 February 2015, AARLI and team planned for a campaign & product photo shoot .The shoot will include the twelve garments from this collection. The photo shoot will include 3 campaigns shots, 24 product shots (front and side view). The shoot will also include a behind the scenes video shoot.

BRANDING

As an Indigenous Brand, I want my branding to have Indigenous Models. Shenika Rule is a local Indigenous woman who has inspired young Indigenous models around the country since appearing on FOX8, The Face. This will serve to inspire other aspiring Indigenous designers, models or artists.

FASHION TEAM 

- Craig Williams (Photographer /Graphic Designer - Monster Alphabets)

- Natalie Hind (Photographer Assistant)

- Ady Grader (MUA + Hair Stylist - Arousal + Designs)

- Shenika Rule (Scene Model Management)

- Jake Steele (Music Producer)

BEHIND THE SCENES VIDEO BY NATALIE HIND

MARKETING CAMPAIGN RE-LAUNCH

On 6 March 2015, AARLI launched a marketing package that included a digital look book, ecommerce photographs, campaign video + behind the scenes video. We've successfully relaunched our SS15/16 collection through a funded online marketing campaign.

SS15/16 URBAN WARRIORS CAMPAIGN VIDEO

OTHER FUNDING AVENUES 

AARLI has resorted to other funding avenues and approached sponsors, investors, apply for grant applications, bank loans, and personal loans to generate funds for manufacturing + distribution. We have been successful in attaining sponsorship, investment, pozible, savings + personal loans to fund the production of SS1516 collection. Sponsors include Department of Culture + Arts, Indigenous Wellness Centre + Vasudhara foundation.

Stella Magazine (Cover + 13 page feature article), Book compilation (101 reasons to change the world) and Altered Couture magazine (4 page feature article).

2015 CHALLENGES

POZIBLE funds were sourced to find/fund a fashion agency. AARLI approached a fashion agency from 1 Feb - 20 April 2015 to coordinate the PR + marketing of SS15/16 collection. This was unsuccessful. AARLI was unable to achieve this milestone. No agency was interested in representation.

AARLI has recently coordinated an online ecommerce. It commenced 30 March and finished on 31 May 2015. This was to generate pre production sales to generate funds for manufacturing. No pre sales which was unsuccessful to generate pre productions funds. AARLI was unable to achieve this milestone. Unable to generate pre sales of collection.

AARLI recently lost dead stock partnership with Nobody Denim on 13 July 2015. Lack of funding available to purchase dead stock and consequently when funds were available the stock was not available and no alternative stock. AARLI recently re-connected our dead stock partnership with Nobody Denim on 25 July 2015.

2015 OBSTACLES

Since launching my collection in April 2014 – I have spent the time refining the collection and putting into place ethical Australian manufacturing options and consistent sustainable supply chains in order to be able to produce quantities.

·       Deadlines are tight to keep with annual Australian seasonal calendar

·       Lack of cash flow/ funding avenues for Australian Fashion/ Emerging Fashion Designers

·       you have to book months in advance and because the suppliers, manufacturers and distributers want bookings

·       the suppliers, manufacturers and distributers they are able to pick and choose who they want to work with as well as drive their prices 

·       the suppliers, manufacturers and distributers and put pressure/ be demanding because have so many designers wanting to use their services.

2015 NEXT STAGES

AARLI next stages will be commencing production of relaunced SS15/16 Urban Warriors collection with Ethical Clothing Australia accredited - New Model Beauty Queen from 3 August – 15 Sept 2015.

AARLI will only be producing a small run range of six out of thirteen garments from range. This will include the production of total of 120 products (6 garment = 20 products per sample = 5 products per size = sizes ranging from S, M, L, XL). 

- Vest + Hammer pants

- B1 bodysuit

- Graf goddess playsuit

- ST. goddess jumpsuit

- Warrior Queen Dress

Products to be available for purchase + distribution from 1 Oct to 31 Dec 2015.

2015 UPCOMING EVENTS

AARLI has recently applied for grants, development programs + events including:

2015 Creative Industries Travel Assistance Grant 
(http://www.dca.wa.gov.au/funding/grants-programs/creative-industries/)

2015 Undress Runways 
(http://www.undressrunways.com/)

2015 ACCELERATE
(http://www.britishcouncil.org.au/programmes/arts/accelerate)


2015 has been another huge roller coaster ride again - plenty ups and down, highs and lows but now all my hard works i finally paying off and now after 3 years AARLI will have a commercial product for market!

I cant wait to keep reporting + posting about AARLI's success!

Keep believing + dreaming!

TJ xx

Post 2014 Australian Indigenous Fashion Week

POST 2014 AIFW
Wow check out below all the AARLI Press + Media coverage received from after our showcase at 2014 Australian Indigenous Fashion Week.

SBS - THE  FEED

THE AUSTRALIAN

SYDNEY MORNING HERALD

THE GUARDIAN


KOORI MAIL















AFTER 2014 AUSTRALIAN INDIGENOUS FASHION WEEK
In April 2014 AARLI launched at the inaugural Australian Indigenous Fashion Week (AIFW), run as part of Mercedes Benz Fashion Week in Sydney. After AIFW, AARLI has been featured in print including newspapers like The Australian, The Sydney Morning Herald, The Guardian, The West Australian and WA Business News. 

After AIFW we spent the next 8 months further developing our Business. Including:

- In 2014, we began working with professional organisations to improve AARLI, such as receiving accreditation from Ethical Clothing Australia in June. We're the first Indigenous label to be ECA accredited!

- Business mentor from Kia Dowell - Co founder of the Cultural Connection Code. We created a 3 year Business Plan to enable the viable branding, production and marketing of AARLI garments, taking into account my strengths, potential opportunities and transgressing the possible weaknesses and risks.

- Building solid partnerships and networks into my business, including those offering viable and relevant sources of dead stock, accessories and materials. For instance I have established a partnership with the Australian jeans producer Nobody Denim, using their dead stock denim that would otherwise go to landfill to create my Limited Edition sustainable + ethical products.

- We believed the SS14/15 Collection would ideally be released in time for Spring/Summer 15/16, allowing strong prospects for immediate success for AARLI. Spending the next 8 months refining my original designs and garments, making them applicable for Retail sale, as opposed to the Catwalk. 



In Oct 2014, AARLI applied for Marketing + Development grant and AARLI was awarded an WA Arts Grant which I used to create an online marketing campaign that enabled the re-launch SS15/16 Urban Warriors collection. 

2014 MILESTONES

·       I opened the Media Industry showcase + main showcase at 2014 Australian Indigenous Fashion Week;

·       We're the only indigenous fashion label to be Ethical Clothing Australia accredited.

·       The only Australian fashion label to have a dead stock partnership with Nobody Denim. 

·       Successful created Business Plan and Branding document

·       Successful with three pozible campaigns, two travel grants and one fashion grant.

·       2014 Miss NAIDOC

·       Published in The Australia, Sydney Morning Herald, The Guardian, The West Australian, Community News, WA Business News.

·       Ascension magazine (inside cover A4 advertisement) and Peppermint magazine (blog mention twice).

2014 been a big year for AARLI in areas of marketing + developing our business structure and figuring out where AARLI sits within the Australian fashion industry.

AARLI has big plans ahead - lets see what 2015 brings!

Always keep believing + dreaming!

TJ xx

2014 Australian Indigenous Fashion Week

Australian Indigenous Fashion Week will be exhibiting more than just original designs and products, this event will showcase a broad spectrum of Indigenous culture, filling Sydney with cultural performances, tourism experiences and visual art.



AIFW Runway Events - Friday 11 April 2014
- AIFW “Industry Preview” Runway Event 
(By invitation only)
- AIFW “General Public” Runway Event 
(Ticketed event, open to the General Public)
- AIFW Runway After-Party
(By invitation only)

AIFW Trade Fair - Friday 11 April 2014
- AIFW “General Public” Trade Fair Event 
(Ticketed event, open to the General Public)

SS14/15 URBAN WARRIORS - AARLI SHOWCASED LOOKS 1 - 6

BEHIND THE SCENES @ 2014 AUSTRALIAN INDIGENOUS FASHION WEEK

PRE SHOW - GROUP TRADITIONAL BLESSING 


AARLI - BACKSTAGE GROUP SHOT

AARLI - BACKSTAGE SHOTS

AIFW - FINAL DESIGNER WALK

Behind the Scenes photographs taken by Eddie New Photography (http://eddienew.com/)

WOW WOW WOW what a once in lifetime experience... I feel very honored to have the opportunity to be part of this event! Lets see what the future holds for AARLI! 

Keep believing + dreaming!

TJ xx

AIFW Final Panel Feedback

Another wait for 2 days... again waiting , waiting, waiting! I hate waiting! Ahhhhhhhh so nervous and bloody waiting around for a phone call from All The Perks again. Its my birthday on 12 March - will I get an early birthday present? The afternoon of 10 March 2014 and no phone call and so again I was getting worried! Finally at 4:50pm I receive a phone call from All the Perks - it was the confirmation that I will be showcasing at 2014 Australian Indigenous Fashion Week! Next minute i receive a sms from Sophie Nixon -  saying "Very good. Brana was impressed!"

What a roller coaster ride... all the countless hours + unpaid hard work is finally paying off!

Now I have 4 weeks to freight my collection (Looks 1 - 8), accessories + shoes for 8 looks and any extra PR + marketing material. This package is due to All The Perk in Sydney by 8 April 2014 but since we're located in Perth WA we'll need to freight our sample collection to Sydney by 1 April 2014.

Now I am getting nervous as its nearly show time - launching our brand and showcasing our debut collection in Sydney!

Stay tuned for behind the scenes at inaugural 2014 Australian Indigenous Fashion Week!

Keep believing + dreaming!

TJ xx

AIFW 2014 Presentation - Final Panel Presentation Review

AIFW FINAL PRESENTATION

Where has the year gone? I cant believe we're in March. Look back at what i have achieved in the last 5 months since AARLI's concept panel presentation in October 2013. I am really proud of myself - I have no fashion education or background and I have managed to pull it off in style!

Pre-event presentation was held at 11am (WST) on 8 March 2014. Unfortunately, I was unable to afford to fly to Sydney to present my sample collection to the panel but I did my presentation through Skype.

Panel members included:

• Brana Wolf 
• Sophie Nixon
• Krystal Perkins
• Billie Whitehouse

SELECTION CRITERIA (8 March 2014):

• Eight complete looks ready for catwalk show
• Produce full collection including accessories and shoes
• AARLI Designer Statement 
• Vision Statement
• SS14/15 Urban Warriors Look Book
• Business Cards
• Updated Website & Social Media Pages

I sent a AARLI package to the panel prior to presentation on 1 March 2014. Which included AARLI's Designer Statement, Vision Statement, SS14/15 Urban Warriors Look Book, New Business Cards and links to updated launched Website & Social Media Pages.

I called on time and all prepared with myself in front of screen with samples collection behind me in background (Look 1 - Look 8) with presentation speech notes and each accessories per look. The first call didn't answer, second time round the call accidentally hung up and third time lucky - we got through to Sydney but the connection was terrible! I began my presentation, presenting each look with description of style, CMT, trims and showing each accessories + shoe per look. But I didnt gain much instant  feedback as the connection was scattered + delayed so it made me feel even more nervous as the panel couldnt truely see how amazing the finished product!

I finished my presentation and Krystal advised that someone from All The Perks would be in contact by end of the week to give feedback if successful showcase at event.

And now I have to wait for next couple of days for AIFW feedback and outcome from All the Perks.  Do I get to showcase at inaugural 2014 Australian Indigenous Fashion Week, which is held as part of 2014 Mercedes Benz Fashion Week in Sydney NSW?

Fingers + toes are crossed! I am looking forward to giving everyone a fantastic update in 2 days time!

Always keep dreaming!

Stay tuned!

TJ xx

AIFW Panel Feedback + Sample Creation

AIFW PANEL FEEDBACK

After 2 weeks of intensive + nerves, mind racking and waiting around for an email or phone call! The morning of 11 November 2013 and still no email or phone call... now I was getting worried! Watching the clock and finally at 3 pm I received a phone call from All the Perks - it was the confirmation - I am successful! Next minute I receive a sms from Sophie Nixon -  saying "impressive".

FUCK... now the hard work begins! what have I gotten myself into?

I need to figure out how I am going to pull this off and raise money?! I have NO money - I am completely broke! How am I going to find money to pay for Fabric + Haberdashery ($1000), Patterns + Sample production ($2500), AIFW entry fees ($2500), Travel expenses to Sydney ($2500),PR + Marketing ($500), Freight ($500). 

I have 14 weeks to pull this off! Plus deadlines are short and resources are limited! How am I going to figure out how to source/pay AIFW entry fees in 3 weeks (due on 25 November 2013) and then freight my pre-production samples are due to All The Perk in Sydney by 8 April 2014 (Freight due by 30 March 2014). Now its hustle time!

SAMPLE CREATION = NOV 2013 - FEB 2014

2013 AIFWDP

I developed my debut collection through my participation in 2013 Australian Indigenous Fashion Week Design Program under the supervision of Sophie Nixon (Sass and Bide), Kolet Hodgeson, and Kelly Elkin (Co-founder ALAS the label), that experience was invaluable in the development + launch of a successful, sustainable and environmentally conscious label.

DEAD STOCK PARTNERSHIP

In November 2013, John Condilis from Nobody Denim and AARLI established a dead stock partnership - John gave AARLI 30 pairs of jeans (Free of Charge) and when once AARLI goes into manufacturing we will purchase 150 pairs of jeans (that exact stock) at bulk wholesale set fee. We're the only Australian label to have a dead stock partnership with major Australian brand - Nobody Denim.

AIFW SPONSORSHIP

In December 2013, we confirmed sponsorship from Luxottica (OPSM) of AARLI's entry fees for 2014 Australian Indigenous Fashion Week.

POZIBLE CAMPAIGN

In December 2013, we commenced a pozible campaign to "help get us to Sydney" which was successful in February 2014. AARLI used these funds to pay for our patterns + samples.

SAMPLE PROCESS

In January 2014, my fashion mentor - Kelly Elkin (Founder – Clean Cut , ALAS the label) went to school with Kiara Bulley and introduced us. Kiara Bulley is a pattern maker/ sample machinist from Queensland University of Technology - Creative Enterprizes Australia. 

In February 2014, with the success of pozible, I had enough funds to approach a fashion industry professional (Kiara Bulley) to create commercial sample collection.  Kiara created 13 sample garments for AARLI.

Research + Concept Development [July - Oct 2013] = Sophie Nixon + Kolet Hodgeson

Fashion Illustration [Oct - Dec 2013] = Kolet Hodgeson 

Sustainable + Ethical elements [Nov 2013 - March 2014] = Kelly Elkin

PR + MARKETING - NEW WEBSITE + LOOK BOOK

In February 2014, AARLI gain in-kind support from Kristian Kammann from Another Agency + Samuel England from Notorious F.A.G. They provide in kind services (free of charge) a new website + development of our SS14/15 look book.

GOVERNMENT TRAVEL GRANT

In February 2014, AARLI submitted a travel grant application to Department of Culture + Arts to fund return flights, accommodation, on the ground transfers, freight and extra baggage. AARLI was successful and won grant in March 2014. Bring on Sydney!

Fingers, toes are crossed that I gets into the showcase! I am excited but very nervous at same time the fact this will be our first major showcase! I hope the panel members like my collection! Cause I want to open the show at 2014 Australian Indigenous Fashion Week.

I have done so much to get to this stage and now Ive got 14 weeks to pull off this miracle! Again more hard unpaid work and countless sleepless nights! But I love this and wouldnt change for the world!

Fingers, toes are crossed and looking forward to giving a fantastic update in 15 weeks time!

Always keep dreaming!

TJ xx