NATIONAL: The Homeworkers Code of Practice Committee is aiming to capture a new generation of recruits with a revamped marketing strategy, fee structure and an executive reshuffle.
The joint industry-union body, which administers the voluntary ‘No Sweat Shop’ accreditation system, will meet later this month to cement a fresh strategy in its bid to promote ethical manufacturing.
The Code’s accreditation system ensures that brands which employ homeworkers, of whom there are an estimated 300,000 operating in Australia, are providing them with award wage rates, working conditions and other laws governing entitlements.
In an exclusive interview with Ragtrader, new national program co-ordinator Emer Diviney said the industry could expect a number of changes to the program in 2010. Diviney assumed the position earlier this month, having served on the committee for the last four years.
Former co-ordinator Tommy Clarke will head up the group’s marketing arm.
“Over the course of the year the program team have been engaging with various industry players and the feedback was we needed a new look and image for the label,” Diviney said. “We want to move forward now to promote ourselves in an environment where there’s growing interest in ethical sourcing both from consumers and industry.”
This will include changing the ‘No Sweat Shop’ label, which can be placed on garments that are ethically manufactured, to ‘Ethical Clothing Australia’. The new name, website and visual branding strategy aims to give a more “positive” spin on the process of sustaining an ethical supply chain, Diviney said.
“I’m confident we’ve now got a good balance of having strong and credible standards along with a labelling system that research indicates consumers will respond positively to,” she said.
Changes to its fee structure have also been introduced in a bid to encourage fledgling businesses to become accredited.
The annual fee for designers and manufacturers has been $2200 since the Code’s inception, with Collette Dinnigan, Jets swimwear and Puma sportswear among those listed as ethical manufacturers.
Fees starting at $300 will make the process more accessible for small to medium-sized operators, Diviney said.
The new system will also replace a designers’ scholarship program introduced in 2007, which charged emerging, eligible labels an annual fee of $500. Fees cover administration and marketing costs associated with the clothing label.
“There are so many costs that start-up businesses have to contend with, so this is really a way for them to ensure they can maintain a profitable and ethical [business] model,” Diviney said.
In addition to serving on the Homeworkers Code of Practice Committe, Diviney has a solid background in both the corporate social responsibility and fashion sectors.
More recently, Diviney was the ethical business research and policy officer at the Brotherhood of St Laurence, which operates ethical clothing label Hunter Gatherer. In 2007, Diviney co-authored a groundbreaking report on social responsibility within the Australian garment industry.
The Homeworkers Code of Practice Committee is expected to finalise its 2010 strategy later this month.
Assia Benmedjdoub
Companies seeking accreditation are required to provide records which demonstrate that they and their suppliers/contractors comply with ethical benchmarks. This is essentially a ‘map’ of a company’s supply chain. Requirements include:
• That any homeworkers in the production chain are paid the correct award rate including the sewing time for each garment.
• That no homeworkers work less than 30 hours or more than 76 hours per fortnight, and are paid the overtime rate for time in excess of 76 hours.
• That homeworkers are covered by workers’ compensation.
• That superannuation contributions are being paid
to homeworkers.
• That if work is no longer available, homeworkers are given appropriate payment and written notice of their termination.
• That a pro-forma letter from the Textile, Clothing and Footwear Union of Australia (TCFUA) is provided to homeworkers.
• That all details of the supply chain are provided, including statutory declarations and standard contracts from
every supplier.
• That lists of suppliers and work records maintained for the work that they subcontract are also provided.
• That the company maintains lists of contractors and homeworkers and provides these lists to the TCFUA, and checks on contractors to require them to comply
with the same criteria.