The Australian Retailers Association enters strategic partnership with Fabric\TBWA

TBWA’s specialist lifestyle agency, Fabric, has been engaged as the strategic partner for the Australian Retailers Association (ARA).

Fabric\TBWA has been tasked with promoting and growing Australia’s $340bn retail sector throughout the two-year partnership, and will work across the ARA’s brand and campaign ventures.

Fabric joins the ARA’s strategic partner community, which also includes AfterPay, American Express and Deloitte.

The partnership comes as the retail industry has been forced to transform due to the COVID-19 pandemic.

“Retail is undergoing profound transformation, with the COVID-19 pandemic bringing forward a decade’s worth of change and innovation. We invited Fabric\TBWA to an exclusive partnership after being thoroughly impressed by their strategic and creative capabilities,” said ARA CEO, Paul Zahra.

Keenan Motto, Fabric’s creative partner, said: “The ARA have long stood as the united voice of Australian retail, an industry that we are very much a part of and feel compelled to aid in rebuilding post COVID-19. We are excited and honoured to play our part in helping reignite Australian retail through innovation, fresh thinking and arresting creative.”

Fabric’s remit includes the development of a new brand and design system for the ARA, and work with the ARA’s other partners in creative campaigns that will promote the retail sector. The agency will also provide leadership and creative insight forums to retailers that will assist in growing their brand positioning and strengthen their marketing efforts.

Fabric launched in July last year, and boasts clients including M.J.Bale, General Pants, Sheridan, Bras & Things, Seafolly and Helen Kaminski.


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