The development of the Australian Fashion trademark was an 18-month process, The Growth Activists (TGA) has revealed.
TGA acted as strategic consultants in building the brand pillars and framework of the certification trademark, launched by peak industry body Australian Fashion Council (AFC).
The world-first industry certification helps customers globally define and identify brands that are Australian.
The process entailed significant research backed by Austrade into how Australian brands and Australian fashion are perceived locally and abroad, and the creation of a strategic brand framework.
An advisory panel, composed of experts from multiple disciplines and global territories, played a governance role throughout the development of the brand platform, with creative agency Fabric creating the logo and campaign concept.
TGA managing partner Rosanna Iacono said the venture is a world-first.
"We are incredibly proud to have collaborated with the AFC and other key partners in the development of this world-first certification trademark for the Australian Fashion industry. It is the first time anywhere on the globe that a national brand has been developed specifically for the fashion industry.”
To become Australian Fashion™ certified, brands must meet two or more of the following criteria:
- 50% Australian Made Products
- 75% Australian Owned Business
- 75% Employees in Australia
- Australian Tax Domiciled
Certified brands must also pledge to a commitment to authentic Australian design, as well as transparency on social and environmental strategies.
AFC CEO Leila Naja Hibri said the trademark will be a driving force for the industry.
"With this trademark and campaign, we will show the world how prioritising people and the planet together with profit can lead to a legacy of thriving prosperity.
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. ”
In May 2021, The AFC was awarded a federal grant to create the Australian fashion certification trademark and campaign to drive demand for Australian brands locally and internationally.