GIVING GREATER velocity to the notion of fast fashion, a private plane flew into Weston airport from Zurich yesterday carrying winter clothing samples of Danish best-selling brand Only to sell to Irish buyers and wholesalers.
This is the second time that such a novel marketing ploy has been used by Bestseller, owners of Only and one of the biggest and most successful Danish clothing companies. The eight-seater turbo prop, one of a number belonging to the company’s chief executive and recently lent to celebrities Beyonce and Simon Cowell, was used to highlight the speed of the company’s trend-driven fashion. It set off from Billund in Denmark on Monday to visit eight European destinations in five days with a catwalk show at each airport.
The event, according to Mary Fitzpatrick, brand manager in Ireland, was expected to generate €150,000 of orders from customers. “Buyers can see the clothes on the models and try them for themselves. This is the future of fashion for the big players,” she said. Instead of shipping samples to countries, stock can be on the shelves in four weeks after orders are taken, speeding up the normal process.
The short show citing Tommy Hilfiger and Dolce Gabbana as influences and 16-26 as the target age group, majored on loose-fitting denims and dungarees worn slouchy style with hoodies, unlaced boots, check shirts and ties.
Clearly aimed at the high street were animal print dresses and T-shirts and off-the-shoulder maxis, the better to display a discreet tattoo. A number of Only’s Irish staff like Louise Fallon, manager of their flagship store in Liffey Valley, sported black and white printed jumpsuits selling for less than €30. “What distinguishes us is customer service,” said Ms Fallon. “The Only girl likes to be ahead with the trends.”