Australian Fashion Council launches industry certification trademark and EY report
The peak body for the Australian fashion and textile industry, Australian Fashion Council (AFC), has launched a new industry certification trademark, Australian Fashion™ to drive demand for Australian brands locally and internationally.
The trademark and accompanying campaign was created by the AFC with funding from a federal grant awarded to the body in May 2021 to drive industry growth, create more jobs and build a greater contribution to the local economy that will future-proof the Australian fashion and textile industry.
According to AFC, in the short term the fashion and textile industry has the potential to generate an additional $1.3 billion, including $700 million from additional investment, $500 million in exports and $100 million in private consumption and government expenditure. Over the next 10 years, the industry has the potential to deliver an additional $10.8 billion in economic gain, becoming a $38 billion industry by 2032 and creating an additional 86,000 jobs. Moreover, the industry is made up of 77% women, driving women’s economic security and having the potential to deliver further career pathways and working opportunities.
The industry led campaign will define Australian fashion, selling its unique creativity and progressive values to the world, set to rollout in Australia across multiple channels and with a new consumer website in August 2022. A UK campaign will rollout in September 2022 with the objective to align with the UK-Australia Free Trade Agreement.
For brands to become Australian Fashion™ certified, they must meet at least two of the following criteria; demonstrating a contribution to jobs and the local economy, Australian made, Australian owned, majority Australian employees, and Australian tax domiciled.
Certified brands must also pledge to a commitment to authentic Australian design to uphold the creative integrity of the industry nation brand, as well as to social and environmental impact commitments that drive the industry forward in transparent, responsible and inclusive practice.
CEO of Australian Fashion Council, Leila Naja Hibri said: “More than a trademark, this is an opportunity to showcase the best of Australia’s fashion talent. For example, when Italian fashion is mentioned, we immediately visualise a distinct brand identity of quality and elegance. In a similar way, we have now identified four key pillars that distinguish Australia’s Fashion DNA: effortless style, raw nature, boundless optimism and fearless innovation. This, together with the trademark, will help us clearly articulate the unique creativity and the progressive social and environmental values of Australian fashion on the world’s fashion stage.
“The Australian Fashion trademark will be a driving force in building the industry’s growth trajectory to deliver substantial economic, social and environmental gains over the next ten years. We can show the world how prioritising people and the planet together with profit can lead to a legacy of thriving prosperity.
“With women’s economic security now front and centre of Australia’s policy agenda, and with women representing more than 77% of our industry’s workforce, the fashion and textiles sector can play a pivotal role in advancing gender equality in our country. This is a cause very close to my heart.”
The new trademark is also supported by the launch of an ‘Fashion Evolution: From Farm to Industry’ an EY report that models the economic potential of the fashion and textile industry, sponsored by Afterpay.
The report will cover four key policy asks:
1. Promote the Australian Fashion™ campaign locally and globally to turbo-charge local and export earnings
2. Build future manufacturing capability, boosting the demand for Australian fashion and textiles, including for cotton and wool fibres and their derivatives
3. Boost women’s economic security by developing career pathways for women throughout their working life, addressing current and future industry skills gaps and opportunities
4. Build a workable and sustainable circular economy across Australia’s clothing, uniforms and textiles supply chain
According to AFC and Afterpay, the implementation of all policy recommendations in full would deliver $10.8 billion in economic gain over 10 years, with the potential to create an additional 86,000 jobs for Australians. In the short term, the policies will increase economic output of 1.3 billion, with a potential ROI of 19:1, based on a funding request of $69 million. Key findings in the report also revealed that the industry’s contribution to GDP would move from 1.5% in 2021, to 2.12% by 2032, a 41% increase in contribution over the 10 years.
CEO of Afterpay, Anthony Eisen, said: “The Australian fashion industry is a key creative and economic contributor to our nation. It’s an industry that employs hundreds of thousands – many of whom are women – it builds our cultural identity, showcases our capacity for innovation, and contributes to wider economic growth.”
“Fashion has always been at the core of the Afterpay business and we’re proud to support the Australian Fashion Council and Ernst & Young in producing a report that spotlights its current and potential contribution to the Australian economy”.
Brands can apply for the Australia Fashion™ trademark on the campaign website, http://www.australianfashion.org/.
Got a tip?
topics
Afterpay
Anthony Eisen
Australian Fashion Council
Australian Fashion Trademark
Ernst & Young
Leila Naja Hibri
Have your say