The Future of Australia's Textile, Clothing & Footwear Industry

Strengths, weaknesses, opportunities and threats for designers, learning and working in the Australian industry of Textiles, Clothing and Footwear.

STRENGTHS: We have a great understanding of Australian culture, and have determination as young Australians to succeed, especially given opportunities available to us.

As Australians ourselves, we have a close connection to our country as well its values and people. We are in a tough generation of Australians who understand the threats against us and are equipped to deal with them. Australia has a growing population with two fashion cities; Melbourne and Sydney, as well as perth recently emerging into the fashion scene. These cities have different aesthetics thus increasing our options for marketing as young designers. Being brought up in Canberra, not a fashion capital by any means, gives us the determination either to be proactive in approaching cities outside of our own, or even contribute to a fashion centre here in Canberra for the future. Although production is moving offshore, this doesnt necessarily create a disadvantage for us, and even so the growing demand by consumers for australian made product should keep some manufacturers here in Australia. It also shows Australian consumers have pride in their own country, so products which were designed here in Australia should hold favour over those which aren't. Given the pride in being Australia is alive and well, we have the enthusiasm and desire to contribute to Australian fashion, which is a strong starting point. THe education we recieve teaches us to create realistic boundaries and innovate within them to create comething new, which is what i think Australians are looking for.

WEAKNESSES: The graduating:jobs available ratio, and financial security.

We are very small fish in a very very big pond. There are alot of emerging designers with equivalent qualifications graduating each year, more than what jobs there are on offer. Our distance from fashion capitals in Australia ensure it difficult for us to have consistent placements, securing a job at the completion of the degree. I, myself had the opportunity offered to me after my work placement to continue working, but given the distance and commitment to work here in Canberra i was unable to take that opportunity. So this certainly is a weakness of location, not ability. Australian living costs are high, labour costs are high, so it is exceptionally difficult financially to start or maintain a fashion business here in Australia. We also dont have the skills to do everything required in a business, so we need to employ or contract others to ensure any success, and they obviously need to be paid good wages.

OPPORTUNITIES: Australia is a free country, we are only restricted by ourselves. All problems lead us to innovation, and there is no shortage of problems at this time.

There are many areas of knowledge required for success in fashion, and our partucular degree has given us the broad knowledge to enter the industry without apprehention. We have the opportunity to innovate and produce new and exciting product for a culture bored with fashion fashion and consumption. New cultures are emerging who we can find and market to. Australia is a beautiful country for which we can draw inspiration from. Being a western nation, the freedom of choice and individual expression is a power we can have if we want it, and if we use this freedom to create opportunity we can have success.

THREATS: Economical recession, global warming, and mass-media and the brainwashing of Australian people through large companies and advertising.

We cannot control what the media tells us, as a nation vulnerable to the messages portrayed in all forms. the oppinions and vaules of Australians can be changed in an instant by a TV show, a movie, a celebrity, or a news article. As designers it is our job to understand this an obviously market in areas that dont depend on the views and oppinions of Australians, or at least be quick to understand these patterns otherwise success isnt really an option. Our economy is failing and we cannot control the amount of money consumers have and the things they chose to spend money on. There is also a lack of opportunity for further education, so if we were to try and get a job overseas then we will be competing against alot of further-specialised designers with more experience which just makes a hard industry so much harder.