Mercedes Australian Fashion Week has become a key event in the style world's calendar.

But how far does the Aussie fashion influence reach when it comes to overseas markets? What are the chances of spotting a Wayne Cooper in Korea, or a Lisa Ho in Hong Kong?

According to Jodi Pritchard, general manager of Fashion Week organisers Australian Fashion Innovators, the chances are fairly high.

The company has been working hard to strengthen Australia's image as a top notch producer of designer fashion, and has developed a marketing strategy which is "very focussed on Asia", according to Pritchard.

This has involved bringing designer names into Asian countries and promoting them through events such as the Australian Fashion Showcase, held in Tokyo in February this year.

Pritchard said the event attracted about 350 people, which was an "amazing response".

Gaining interest

After Tokyo, the showcase moved to Seoul and Taipei, whose fashion industries are a tougher market to crack than Japan's.

"As far as recognition of Australian fashion goes, those markets are limited, but they are heavily influenced by the Japanese market," says Pritchard, who adds the interest in Australian labels generated in Tokyo gave confidence to other Asian buyers.

The aim of the showcase was to build brand awareness and encourage sales--something Pritchard says is being achieved. …