AFC funding a coup for industry

MELBOURNE: The Australian Fashion Council (AFC) has been empowered in its mission to foster a globally competitive fashion industry after securing two key sponsorship deals.

Department store Myer and fashion and textile giant Charles Parsons (CP) have edged pledged 12 months' of funding to AFC, with Myer to hold principle sponsor status while Charles Parsons will join Tresscox law firm as a supporting partner.

While declining to disclose the sums involved, AFC general manager Zoe Edquist described the funding as "a significant amount".

"While we'll continue to recruit new members, the sponsorship means we're no longer dependent on membership for funding and that AFC is a viable entity in its own right," she said.

The funding would allow AFC - formed 18 months ago as Australia's principal industry organisation for fashion businesses - to continue expanding its industry and educational projects and foster key allegiances, she added.
CP group managing director Mark Bilton - who was involved in establishing the AFC's New Zealand equivalent FINZ [Fashion Industry New Zealand] - agreed the culture of cooperation created by bodies such as AFC and FINZ was vital to fostering international competitiveness through clustering, particularly with regard to promoting exports.

The AFC's growing media prominence would "profile the industry to the benefit of all stakeholders", he added.
While signing a general sponsorship deal, CP had requested particular support be given to the "Building Entrepreneurship in Small Business" program. Other projects including the AFC's proposed financial mentoring program and seminars on environmental sustainability and ethical supply chains were a timely response to industry skills requirements, he added.

Meanwhile Myer director marketing and creative Paul Bonnici said as a key AFC sponsor Myer's backing was closely aligned to its support for young designers.

"The AFC sponsorship will allow Myer to have a more informed relationship with the Australian fashion industry and will assist it to interact more effectively with our young designers, to ensure their relationship with Myer is beneficial for all parties concerned," he said.

The council also had a political role to play.

"The AFC performs a very important advocacy function so that the interests of the fashion sector are heard by governments at both State and Federal level. Prior to the establishment of the AFC the interests of the growing fashion design sector were not effectively represented by any industry body."

From a branding perspective, Myer would benefit from an increased fashion profile thanks to the alliance, Bonnici concluded; while CP's Bilton claimed the AFC's forward thinking values also reflected Charles Parsons' shift of focus over the last year.

"By that I mean, [Charles Parsons now focuses more on] garments over fabrics and design led product over commodity. We purchased [fashion production and development company] S&R in late 2006, who specialise in fashion garments and we have CPNZ who sell a great fashion fabric range through Australasia. AFC represents companies that espouse these characteristics."

Law firm Tresscox - which has provided AFC members with free legal advice on topics including industrial relations and intellectual property protection since the council's establishment - described the association as mutually beneficial.
"We're a progressive law firm and fashion is such a dynamic industry; working with AFC aligns well with our 'Connected Talent' tagline," said Tresscox communications and marketing manager Pieta Elkhorn.

"Until AFC was formed there was a vital component missing from the fashion industry. It's very exciting to have been involved with the council from its earliest stages."
For AFC head Zoe Edquist the new sponsorships represented a seal of approval from industry.

"The first year or so of developing something from scratch can be challenging and the fact that we are now self-sustaining and both Myer and Charles Parsons have come on board is a validation of what we are trying to achieve."

By Belinda Smart