Tuesday, September 30th, 2014 - Alice goes Out

Women could spend over $15.5 million on hats to attend the 86 events that make up this year’s Spring Racing Carnival.

If attendance figures in 2014 remain similar to 2013, around 62,000 hats will be purchased for the Melbourne Cup Carnival alone.

“Based on a conservative $125 per hat, women could spend up to $7.75 million during this year’s four-day Flemington meet and another $7.8 million on other major metropolitan and regional race meets”, predicted Kerry I'Anson, Joint Managing Director of online millinery retailer Alice goes Out™.

"These figures do not include inter-State races and supporting events – breakfasts, lunches and charity functions – held during the Spring Racing Carnival and where hat wearing is considered mandatory,” Kerry said.

In Australia hat wearing is predominately associated with attending racing events. According to the Bureau of Statistics horse racing is the second most popular spectator sport in Australia attracting 925,000 women each year. It is estimated that around 320,000, or 35% of all women who attend races, participate in Victoria’s Spring Racing Carnival.

Kerry said: “While women could purchase over 124,200 spring racing hats this year, we would love Australian women to follow the English model and start wearing hats to different occasions and events such as weddings, lunches and garden parties. They are such delicate and beautiful creations it is almost a pity that in this country we have restricted their wearing to the race track."

Kerry said that designs this year will favour shaped head wear that covers more of the head than we have seen over the past few years. “Geometric shapes, flowers and feathers will remain very popular as will saucer hats while brimmed hats are making a fashionable comeback. Cocktail shapes and headpieces with veils will also feature strongly this year with black and white, metallic and bright yellows, limes, reds and blues being popular choices”.

“Women choose their racing head wear carefully. The right hat can make or break an outfit and women intimately understand this. This makes purchasing a hat a very personal choice and often a very emotive decision.

“Alice goes Out’s™ limited-edition and on-trend head wear costs on average $150 per creation with our most expensive sitting at $335 for a one-off turquoise brimmed hat we affectionately called Decadent Eve. Our desire is to make women feel exceptionally special in the knowledge that they are wearing the latest style in the latest colour”, Kerry said.

Alice goes Out™ is believed to be the first Australian head wear brand to offer 360 degree rotation of all hats. The company will soon offer virtual try-on which will allow its customers to upload a photograph to see the style of the hat on their head prior purchase.

“While many millinery companies sell online, we noticed a gap in the millinery market for the type of customer experience we offer. We want to provide our customers with peace of mind in their purchase decision”, Kerry said.

"Wearing a head piece that perfectly complements an outfit and her features, makes a woman feel beautiful and we love the idea of this!" Kerry said.


Note to Editors

The Alice goes Out™ team would be available to showcase to you any headpiece in the Alice goes Out™ collection for your Spring Racing Carnival fashion shoots.


From the 2014 Alice goes Out™ spring/summer collection:

  1. Lizzie Lair ($265) – a burst of black, white, grey and silver feathers
  2. Knockout Nancy ($290) – featuring an over-sized hand-crafted layered feather flower in deep navy.
  3. Cover me Clementine ($235) – fashionable brimmed black hat featuring a beautiful cream hand-made flower and delicate spray of feathers.
  4. Piquing Charlie ($170) – delicate lace covered medium-sized cocktail shaped headpiece in bronze features a spray of feathers and ostrich spine.
  5. Birdie in Hand ($195) – delicate champagne coloured cocktail base covered with an edgy race lace with stiffened sinamay netting to give flattering height and to draw attention to the face.

Model: Katrina Cassey

Styling: Monique Lockett

Clothing: A Shop Called Moth


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Alice goes Out

Alice goes Out™ is an online headwear retailer specialising in hats and headpieces for the races, street, evening and special occasions. It is believed to be the first Australian-owned headwear brand, and only the second in the world, to offer both 360 degree rotation and a virtual fitting room which allows customers to upload a photograph to see the style of a hat on their head prior purchase. The Alice goes Out™ collection blends the latest colours, shapes and finest materials into highly desirable hats, fascinators and headpieces. The Melbourne-based brand was launched in September 2014 is owned by Ansonia Pty Ltd.

Kerry I'Anson
M: 0419 004 920
W: www.alicegoesout.com


Spring Racing Carnival; Melbourne Cup Carnival; Race Wear; Race Fashion; hats; headwear; headpieces; millinery; fashion; Melbourne; onlineshopping; online shopping; Fashions on the Field




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