Melbourne’s marketing fash-pack gathered this morning for the Virgin Australia Melbourne Fashion Festival (#VAMFF) Marketing Breakfast, presented by Deloitte and supported by none-other than yours truly, Marketing magazine.

Highlights of the breakfast included the fabulous Goldworm twins, Samantha and Dawn, founders of the New York-based company, 12.29, speaking about the significance of olfactory advertising.

Read more about the Goldworm sisters here. 

Other highlights included brand communication director at Ted Baker, Craig Smith, explaining why his brand gave away boxes of chicken stuffing with Ted Baker purchase one Christmas trading period and how in the early days of Ted Baker it had its customers walk around with goldfish in a bag to help entice people into its store.

Russel Howcroft, GM of channel 10, who hosted the event took full advantage of the room full of fashion marketers to remind all that were there that there is still “rivers of gold” to be made when advertising through television.

It has been a rough and fairly revolutionary time for fashion marketing and retail, but the mood in the room proves that there are some exciting things happening in a space that has faced so much change over the past few years.