Tuesday, September 30th, 2014

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, and based on Spring Racing Carnival data, around 62,000 hats could 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”, predicted Kerry I'Anson, Joint Managing Director of online millinery retailer Alice goes Out™.

Another $4.0 million worth of hats could be purchased to be worn to country race meets and $3.8 million to wear to supporting metropolitan meets such as the Caulfield Carnival, bringing the total hats purchased to over 124,200.

"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 Australian 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.

 “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”, Kerry said.

Like all retail sectors the millinery industry has a strong online presence. 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 customers to upload a photograph to see the style of the hat on their head prior to purchase.

“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.

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


Website: www.aliceogesout.com


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

  • Knockout Nancy ($290) – featuring an over-sized hand-crafted layered feather flower in deep navy.
  • Cover me Clementine ($235) – fashionable brimmed black hat featuring a beautiful cream hand-made flower and delicate spray of feathers.
  • Piquing Charlie ($170) – delicate lace covered medium-sized cocktail shaped headpiece in bronze features a spray of feathers and ostrich spine.
  • Lizzie Lair ($265) – a burst of black, white, grey and silver feathers
  • 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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