Australian fashion goes global
Non-fashion exporters
Fashion has often been associated with the media and entertainment industry, with everything from costumes and styling, to red carpet gowns and what celebrities are wearing, sitting hand-in-hand with the sector. In addition to this, event management, either through actual fashion events like festivals and runway launches, or other key events, from Mardi Gras to venue openings, has a significant fashion focus that provides other industries, like tourism, with leverage points.
Rogers also suggests that fashion has a connection with agriculture through the need for quality fabric, which then ties it to food and the sustainability of both resources. Other sectors such as consumer technology and interior design have also used fashion to sell concepts and products.
Barriers
Market differences are the biggest barriers to fashion exporters, says Rogers. Differences in import regulations and legislation around the world, sizing and seasons add to complications for Australian businesses. Not to mention the very different local market: “The challenge for our designers here is that we don’t have a very big domestic market,” Rogers adds. “Most designers will never make a lot of money in this market, they will make more money from export, but we don’t really have a stepping stone for designers to do that.”
Intellectual property (IP) protection is also a challenge in some markets. The costs, procedures and effectiveness of IP enforcement vary significantly from country to country, according to Eunika Janus, IP Australia’s project manager for Fashion Rules. “Some jurisdictions are committed to strong and effective IP systems, though the costs of enforcement can be high. The effectiveness of infringement actions has traditionally been weaker in some Asian countries, however, the situation is improving as governments start to recognise the benefits of a strong IP system,” she reports.
Janus adds that copyright and registered trade marks can also be protected at the border—”many countries allow for notices to be lodged with their customs authorities, which can seize counterfeit goods that are imported into the country”—a powerful enforcement tool.
The future
Winslow believes there will be a tendency toward Australian Made products to offer designers a quality-led unique selling proposition in an otherwise price competitive market. Other movements he highlights include green and sustainable design, and building a community in the sector. “Trying to be community focused and supporting projects for the better of the country and the future of our planet and its communities is important,” he says.
Add labour ethics to the mix and it seems fashion has gone grassroots. “In the future, sustainability will be front and centre with labour ethics, and environmental issues—finding ways to be greener through: organic fabric, fair trade, and recycled product,” predict Rogers. “It’s not about brand anymore, consumers are wising up to brands. What people are looking for now is to step back from brands and be more credible about what they wear.”
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