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(Last updated: 19 Mar 2009)
Overview
Australian fashion is known internationally for its quality, fresh and innovative designs, and strong branding. This is best demonstrated by Australian swimwear and surfwear, which are often regarded as world market leaders with many well established and known brands.
In addition, Australian lingerie, ready-to-wear, evening wear, men’s wear, streetwear and accessories are becoming more established internationally and gaining success. However, for all sectors of the fashion industry competition remains tough.
To successfully export, fashion companies are finding they need to be able to compete not only on designs but on price. Quality marketing materials and brand development are also proving vital as well as advanced planning, financial resources and time commitment.
Key opportunities
Swimwear, lingerie and streetwear continue to sell well internationally with ready-to-wear, evening wear, men’s wear, streetwear and accessories becoming increasingly successful. Australian designers are starting to show collections that are more trans-seasonal than season specific, which is helping to increase cross-seasonal sales and northern hemisphere customers.
There are always opportunities for well priced ranges that have a strong brand and are thoughtfully researched and marketed.
Licensing can be an option in certain markets if suitable partners can be identified. In addition, private label design is an opportunity in some markets.
Traditionally designers want to take their first export steps in the UK and USA but they remain highly competitive markets. They take a lot of hard work and time to break.
Companies should consider exporting to markets which may be easier for starting out such as New Zealand, Ireland and South East Asia to name a few. The most suitable market depends on the type of product being exported and should be thoroughly researched to find the best fit. Austrade can help provide direction with this.
When researching markets it is also advisable to take into account international freight and import duties because of the effect they have on the end retail price and thus competitiveness.
How can we help you?
With a worldwide network of highly experienced and qualified staff, Austrade provides a number of dedicated and tailored services to Australian exporters.
Austrade offers practical advice, market intelligence and ongoing support (including financial) to Australian businesses looking to develop international markets. Austrade also provides advice and guidance on overseas investment and joint venture opportunities, and helps put Australian businesses in contact with potential overseas investors.
For further information please contact Austrade on 13 28 78 or email info@austrade.gov.au.
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