The carefree girl and her new season sweaters are a perfect match. Like the model, the knits are exquisite and quintessentially Irish.They have been filmed for the IrelandsEye website and provide a captivating introduction to the Dublin knitwear label that will make its Fashion Exposed Now debut in February.FEN will be among more than a dozen trade shows – the others in Europe and North America – at which IrelandsEye will exhibit in 2020 and all have been carefully targeted by sales and marketing manager, Kate O’Sullivan.
The vivacious Dubliner is a rarity in her field: passionate about her job, thoroughly knowledgeable about the company’s operations and not a hint of glib management speak. It’s understandable: she’s a third-generation member of the family at the heart of IrelandsEye.“My paternal grandparents, James and Bernie, started the company in the garage of their home in 1988 and it’s now run by my father and uncle,” Kate explains.“James was an engineer and during the 1980s, when there were a lot of knitting factories in Ireland, he worked for an organisation similar to today’s government agency, Enterprise Ireland. He travelled all over the country, fixing knitting machines and training workers how to use them.“Then one day he thought: How about a knitting factory of my own? I’m one of 13 grandchildren and most of us have worked at IrelandsEye during our summer holidays.”Today, the O’Sullivans run a state of the art factory and export to more than 20 countries worldwide. Their label’s allure is obvious: luxuriously soft, hand-finished women’s and men’s collections that blend Ireland’s traditional knitwear heritage with contemporary styling.
Key creator is Aisling Duff, who graduated with a BA honours degree from Dublin’s National College of Art and Design in 2016. Her graduation collection, featuring sumptuous gelato-coloured tops and accessories in felted wool yarns, was a knockout.“My father spotted it at the graduation show,” says Kate. “Aisling joined us as an assistant designer soon after, then rose to head designer. She’s an amazing talent.”Most of our knitwear is made from 100 per cent Merino wool, though we do some pieces blending Merino with five per cent cashmere or cotton.”Kate O’Sullivan also holds an honours degree. She gained hers from Dublin’s Trinity College where she majored in microbiology.“I had a huge interest in science and ended up spending two years in medical sales. I enjoyed the work, but at the back of my mind, I was always drawn to the family business.”Almost all our knitwear is produced in-house. When the 2008 global recession hit, 90 per cent of our production was moved to China, but thankfully, we were able to reverse that process – so important for quality control and supporting our local community. We employ 50 people and many of them have been with us for two decades.”The inspiration for the company’s name is also local. Ireland’s Eye is a small uninhabited island off Dublin’s coast. It plays host to numerous seabirds and is renowned for its unspoiled beauty.Story by Zelda Cawthorne
Fashion Exposed Now
Discover IrelandsEye Knitwear and their latest collection at Fashion Exposed Now, Australia’s only dedicated womenswear buying event. Registration is free and includes access local and international labels, seminars and round table sessions to help build your business. Sunday 2 – Monday 3 February 2020Royal Exhibition Building, Melbourne
1. Be a visual stand outUse themes suitable to your product. Do you want to be bright, fun, elegant or casual? What style defines your label and how are you going to visually bring it to life? Think flowers, fruits, furniture, toys, snacks, mannequins, balloons, posters, models and dress according to your theme. This doesn’t have to be a costly exercise, you can plan ahead and put your creative mind to play. Have fun!Sydney FASHION EXPOSED REVIVED had some wonderful creative examples. In a competitive jewellery environment, Zatini displayed their accessories in a dining table setting feature, in which the jewellery was displayed as though it was food, it stood out and made people stop.
4. You are the expertWhile you have customers in your territory, talk to them in depth about your products. Have a document with information on what sets you apart for them to take away. Is it the variety of styles or colours, the design, the materials or fabric you use or the value for money you offer, why should they be buying from you versus your competition?If you are a wholesaler why not give out USBs with information necessary to place an order after the show and include information on your products that will help retailers sell it to customers. If you are a retailer, know the products you supply well and pass this information on to consumers. Send them away with all the knowledge in the industry that you trade in.5. Market yourself before, during and afterYou are investing in a trade show or a retail space, promote yourself starting as soon as possible. If the organiser of a trade show is excited, get your buyers excited. If you are a retailer and there is an event that will bring an influx of customers – share the optimism and the news with your customers in advance. Create a Communications Plan that includes direct mail, email marketing, social media and utilise existing platforms you have available.Make appointments; the most successful exhibitors don’t rely on the organiser alone and the event in itself, they communicate with their database in advance, book appointments and tell buyers reasons they should visit. If you are a retailer, make use of quiet time to market yourself. Is it a product launch, access to stock before others, limited edition or limited quantity garments? Treat your VIPs to VIP treatment, but they key is to communicate, monitor social media and connect with them regularly to make your brand or store visible and top of mind.Communicate post-sale, handle any objections or feedback and bring new strategies to life. Build your social media network with new contacts, make the best use of the leads you receive. Know that a marketing campaign brings you approximately a third of leads and the rest should be sourced by a sales person. Now that you have met a potential customer make what would be a cold call a warm call and start to establish a relationship!6. Make the most of it!A retail space and especially a trade show is more than an opportunity to sell. It is your chance to be seen, be the business owner, the president, the label, the designer, the model – bring your business to life. Promote new products, talk about your future stock, business plans, ambitions, build industry contacts and relationships, see what your competitors are doing, and get on the spot feedback from your customers that will help future business decisions that lead to more successful results. Don’t get comfortable, the best results are achieved with the best use of time management and this includes the best use of quieter times in preparation for busy periods.We hope that you find these tips useful for your store or in preparation for future trade shows.Feel free to leave comments or share any tips of your own.Remember all your businesses are different, and so are your customers. Cater to different types of customers based on the business you are in and you will make the most of all opportunities available to you.Wishing you success!Lucia Ordenes-SanchezExposed Online Contributor, Australian Gift & Homewares Association