High Street giant Cue has taken a risk in the sometimes hostile world of social media - and according to the brand's fans and chairman, it has paid off.
Less than a week after new laws restricting outworkers in Australia passed, the ethically accredited brand asked its Facebook fans about the importance of locally-made product and its future design direction.
"Cue is predominantly made in Australia, which means we can bring innovative new designs to you more quickly than when garments are produced in China," the post started.
"But, is this important to you, our Cue fans? Do you value the fact we maintain a sharper design edge? Or would you rather we become a little more accessible and mainstream?"
Over 160 comments have flooded through since the question was posted yesterday afternoon, with an overwhelming majority supporting its commitment to onshore manufacturing and design direction.
"Love that it isn't made in China like almost every other brand! Don't sell out like the rest," Pip Larner wrote.
"As a 15 year+ customer the reason why I keep coming back is the high quality - Australian made factor," Trudi Williams added.
"I would buy much less if Cue began being made off-shore," Liberty Browne stated.
Chairman and founder Rod Levis shared his thoughts in an email to staff and Ragtrader yesterday.
"We posted a question on Facebook at 4.30pm today and had 40 responses immediately," he wrote. "Should Cue go more mainstream? We have had an amazing show of support for our cutting-edge, made in Australia quality and concept."
Cue Clothing Company, which also operates womenswear retailer Veronika Maine, is accredited under the joint business-union initiative Ethical Clothing Australia.
The company operates stores across Australia and New Zealand, as well as concessions in Myer (Cue) and David Jones (Veronika Maine).
CUE: Asking its fans the big question.
