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?