The apex fashion industry body in Australia has launched a trademark which it hopes will create a new identity: 'Australian Fashion'. The Australian Fashion Council (AFC) launched the trademark Monday morning, along with an industry report which forecasts the country's textiles-fashion industry to be worth $38 billion by 2032.
The trademark: In May 2021, the AFC was awarded a federal grant to create an Australian fashion certification trademark and campaign to drive demand for Australian brands locally and internationally. The new trademark is an outcome of that move.
- The trademark will be instantly recognisable, and 'Australian Fashion' will help more customers discover, explore and buy Australian fashion.
- The result is expected to drive industry growth, more jobs and a greater contribution to the local economy that will future-proof the Australian industry.
- The trademark is reckoned to be the first of its kind anywhere in the world and is an industry-led campaign that wants to define Australian fashion, selling its unique creativity and progressive values to the world.
- 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.
- Brands can apply for the 'Australian Fashion' trademark on www.australianfashion.org. The multi-channel campaign and consumer website will be launched this August, followed by the UK in September 2022 with the objective to align with the UK-Australia Free Trade Agreement
What they 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.
Leila Naja Hibri
CEO
Australian Fashion Council
The industry report: The AFC also launched Fashion Evolution: From Farm to Industry, an EY report that models the economic potential of the fashion and textile industry.
The report is based on four key policy issues:
- Promote the 'Australian Fashion' campaign locally and globally to turbo-charge local and export earnings;
- Build future manufacturing capability, boosting the demand for Australian fashion and textiles, including for cotton and wool fibres and their derivatives;
- Boost women’s economic security by developing career pathways for women throughout their working life, addressing current and future industry skills gaps and opportunities;
- Build a workable and sustainable circular economy across Australia’s clothing, uniforms and textiles supply chain.
Growth prospects: According to the report, the Australian fashion and textiles 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.
- 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’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.
