Hand in hand
Australian Fashion Exchange founder Ashan Winslow explains how business clusters can work together to share resources and create low-cost initiatives which can increase sales for independent labels.
After several years working as a national buyer for several mass market retailers in Australia, I decided on a career change and went on to study fashion. Once I finished my studies, I began my journey as a designer.
After about my first year, I realised the difficulties in operating my own label; the biggest of which was the ability to find reliable makers. Then there was cost effective marketing, advertising and photography, as well as genuine industry support. I realised that most people were secretive when it came to industry "know how" and not willing to help each other. I think this was fear, although to me it did not make sense.
Speaking to a few of my other fashion colleagues, I noticed there were several emerging designers that faced the same issues. From there, the various ideas and components that make up the Australian Fashion Exchange today began to fall into place.
It took years of meetings after meetings with designers, garment factories, fabric companies, printers, patternmakers, cutters, lawyers, accountants to find a team of people that are supportive of designers. There were several costly mistakes throughout the journey, but the results have been worth the struggle.
This year we were approved as the first NSW fashion design and manufacturing business cluster by the NSW Minister for Small Business Steve Whan. The cluster mandate is to nurture and support emerging Australian fashion labels. To be the first is very important as this clearly opens the door of opportunity for the future of the industry in Australia.
We currently have about 20 designers on board, a vast network of reliable makers that are referrals and have negotiated exclusive offers from fabric companies and accessory companies. As a group, we've been featured in several publications including Ragtrader Magazine.
We are currently putting together our sales program to sell to stores for all our members and are considering participating in Rosemount Australian Fashion Week in May 2010. The best thing is when we divide the costs by a group it becomes affordable for all. A perfect example is an advertisment that cost $5,000 - divided by 10 designers, it was only $500.
There is still a lot of hard work ahead and we need to unite as a collective. We need more designers to join our group: the bigger the group, the bigger the bargaining power and the higher the rewards for each individual. This is a tough industry and we are moving forward as a collective, to knock down the barriers that hold us back.
Have you ever worked as part of a collective? What are the benefits or challenges?Do you think it's a good idea?
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reader comments
winslow, I didn't know your blog was still going,do you have a factory in Sydney to make all your members orders? or is it off shore, I can't wait to talk to you, this is so exciting phone me 03 9510 8932 ASAP
jenny bannister on 08-Jul-10 12:11 PM
Hi Natalie, We have members from every state, the benefits for members from neighbouring states is to be involved in our collective initiaives such as sales events etc. For example as a group we share a showroom at Rosemount Australian Fashion Week in May, we share the costs and the opportunity in such a prestigious event. I guess there are several benefits, i.e joint advertising costs etc. send me an email on winslow@australianfashionexchange.com.au should you need to discuss further. Hope you have an excellent week.
Ashan Winslow on 01-Mar-10 09:44 PM
Is there a chance that Melbourne designers will benefit from such a group in the near future?
Natalie on 17-Feb-10 10:30 PM
What a fantastic initiative! State and National Governments love spruiking the wares of local designers and claim to support the great talents popping up. Wouldn't it be wonderful to see this kind of arrangement supported in the way so many designers really need - in terms of the red tape that Jenny has contended with. Very sad to see it has meant she must move on. Good luck in future endeavours Jenny. I hope the Melbourne Fashion Industry can benefit from your creativity and presence for years to come!
Lara on 26-Nov-09 01:07 PM
Hi Olivia, we recieved a grant of $10K. Although this was very little, it truly did help us move forward. It was very beneficial to the business in developing the core infrastructure, doing a feasibility and creating a thorough business plan. There are lots of tasks still to complete in order to make this model a highly efficeint cluster. We are committed to our members and will continue to strive to bring forth the best opportunities for our members at the lowest cost. The government committment is important as we are all working for the same purpose of creating a better future for the industry. We are grateful for what we have recieved and hopefully there are better opportunities in the future.
Ashan on 25-Nov-09 04:42 PM
Hi Jenny, Thank you for the feedback. Tell me more about the cluster in Melbourne, I believe that designer committment is most important, although some designers look for the easy ride and want the opportunity handed to them, there are several very dedicated designers. I would love to discuss the biggest pitfalls that you understood from the cluster in Melbourne, where was the doubt from designers and how together we can bring our ideas to benefit the industry.
Ashan on 25-Nov-09 04:32 PM
Didn't they get something like a $10k grant from the gov? Is that even to cover basic costs?
olivia on 24-Nov-09 11:51 PM
I wish we had this in melbourne, I tried in a cluster, but there was not enough designer commitment, due to the lack of makers , i am forced to close down,
jenny bannister on 24-Nov-09 11:36 AM
tell a friend
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