Business community working together for fashion event

Now in its third year, Ennis Fashion Week is aiming to build on the success of its previous week-long events and with almost 40 businesses involved, there is a very positive buzz around the town, despite the doom and gloom of the recession.

Speaking about the week, Ennis Chamber’s chief executive officer, Rita McInerney, highlighted that, in these difficult economic times, it is important that the business community comes together and supports each other to ensure continued survival.
Ennis Fashion Week, according to the Chamber CEO, is the perfect opportunity to not only secure business, but it also further endorses Ennis as the Boutique Capital of Ireland.
While the town has donned this cap through its abundance of boutique shopping, according to Ms McInerney, it has also paved the way for other communities to play to their strengths.
“A lot of other towns across the country have followed by example and are holding similar events, such as the twin community of Ballina/Killaloe, Clonmel and Tullamore, who also have a fashion week since we started ours. Up to now we were the only town outside of Dublin to hold one.
“Even in difficult times, businesses and people see the value in something like this. Ennis Fashion Week is always about giving added value to customers and there will be an emphasis on value for customers and on customer service.
“It is great from a business point of view, in that we are hanging Ennis’ hat on something. We have a great history, great traditional music and a medieval town and people visiting Ennis, either internationally or nationally, will see it as a place to invest. We are playing to our strengths and it has given an opportunity for independent boutiques to market themselves,” she explained.
She added that what the town can be positive about is the large number of independent boutiques that have survived, despite the recession. She revealed that the Chamber have even be approached by a number of chain stores that want to locate in Ennis.
“We even have had a few new boutiques open, such as Anchor and Olive and Seoidín has opened a second store. I know that there are a number of chain stores that are interested in coming to Ennis but it is hard to find the right location and then you have to find the right balance. You want to be able to keep people in the town and yet people want as much of a choice as they can,” Ms McInerney outlined.
An added aspect to the week is a drive towards bringing people in from the outer reaches of the county, who may typically have gone to Limerick or Galway to shop, according to Ms McInerney.
“We are pitching ourselves as a unique shopping town, somewhere a little bit different as regards a location to live or to invest. The week brings people in from the county, as there can be leakage to other counties, and through the fashion week we have to show that we have an attractive location that offers everything,” she highlighted.
Meanwhile, Mayor of Clare, Councillor Frankie Neylon endorsed the week as “a great event for the town”.
“Ennis Fashion Week has had great success over the last few years and the town council is very proud of it and anything that will create and sustain jobs is a very positive thing.
“With the recession, we have to try everything and as they say, if you don’t chance your arm you won’t break your neck,” Councillor Neylon quipped.
As Ennis Fashion Week has developed year on year to date, the Ennis mayor said that it could grow even further and he hoped it would develop in that way.
He acknowledged that with an event like this there “has to be a benefit” and on the back of the previous years’ events, he said, “no matter where you go, Ennis is referred to as Fashion Capital of the West”.
Asked if he will be making a special effort to glam up the wardrobe for the upcoming event, the Ennis mayor replied that would be no problem. “Sure I dress up every day,” he laughed.