David Jones: head office move confirms Melbourne's fashion capital status

On Wednesday night, as the minibuses ferrying the media to the David Jones launch crawled through the torrential rain, 45 minutes late, some journos quipped that the organisers should have checked the weather forecast and moved the launch to Melbourne.

Well, it may not be long before Melbourne rolls out the black carpet, following the department store's announcement on Friday that it is packing its houndstooth-embossed bags for Victoria.

The finale in Wednesday night's parade. David Jones' move to Melbourne could see more of its shows taking place there. Photo: Mark Nolan

What would this mean for future launches, which have been exclusively held in Sydney? And what of the store's ambassadors? Will the executive team come under pressure to recruit a more "Melbourne" face alongside Sydneysider Jesinta Campbell and Los Angeles-based Jessica Gomes?

All these questions will be answered in time but one thing is certain: Melbourne is now the undisputed fashion capital of the country.

David Jones' parent company, Woolworths Holdings, is also moving its operations centre to Melbourne, which will consolidate the head offices for its Country Road, Trenery, Mimco and Witchery brands, creating a fashion super centre unrivalled in the country.

Add to this list Myer and the Just Group, as well as leading labels such as Thurley, White Suede,  Scanlan Theodore, and Toni Maticevski all Melbourne-based, and the case is even stronger.

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Montana Cox arrives ahead of the David Jones Spring/Summer 2016 Fashion Launch at Fox Studios. Photo: Mark Nolan

Sure, Sydney can lay claim to Camilla and Marc, Camilla, Dion Lee and Zimmermann; but expect to spot more designers in the Qantas lounge as the department store powerhouses command more attention down south.

Melbourne's fashion festivals have been challenging Sydney's supremacy for some time. The Melbourne Fashion Festival entered its 21st year in a commanding position after a move to the Melbourne Museum precinct in 2016 helped it smash its attendance record.

Search for Melbourne talent? David Jones ambassadors Jason Dundas, Jesinta Campbell and Jessica Gomes before Wednesday night's launch. Photo: Getty Images

David Jones will argue that the move was about creating efficiencies and made good business sense, although a sizeable sweetener from the Victorian Government would not have hurt.

Still, the message it sends to the fashion world and consumers is that Australia's best trend forecasters, buyers and merchandisers will soon all occupy the same space. 

It's unlikely that the average consumer will notice much difference as a result of the change, although having the senior team close by could mean improvements to Victorian stores will flow thicker and faster.

There are a lot of developments happening at David Jones in the next 12 months. The recent signing of Neil Perry to helm the food division will pay dividends for Melbourne's tired food hall but details are not yet forthcoming. 

This move, while it caught many in the fashion and retail industry by surprise, is hardly a shock. 

Woolworths Holdings, via the Country Road Group, employs more than 600 people at its Richmond base, the lease for which was due to expire in two years.

Moving the staff to a purpose-built facility elsewhere in Richmond alongside its David Jones executives is a commonsense decision, albeit with symbolic consequences.

In the new year, the David Jones crew will have to decide whether to hold its February winter launch in Melbourne.

And judging by the number of VIPs clad in black at the summer launch, they're dressing like it's already happened.