Fashion Design: Two Different Decades - Coursework Example

Client inserts His/her Name Name of the Professor Name of University Date of Submission Abstract The main aim of this paper is to research the impact of cloth import from China to Australia and various opportunities offered by clothing importation to Australia. This is because China is a major exporter of garments to Australia. This study will be done by taking a comparative study for the past two decades, ranging between 1980 and 2000 The research will be conducted through interviews which will be administered through well structured questionnaires. This majorly will be concentrated on business class who deal with importation of clothes. The research will concentrate on the changes in trends for the past two decades in trousers. Fashion and design entails the dressing trends popular at a particular time. The designs are greatly influenced by the customs and the ever changing tastes and preferences of the majority of a population during that reference period. In addition to personal gratification, clothing and textile industries play major contributors to the global economy. The clothing and textile industry is characterised by short life cycle of product consumption, highly volatile products and low predictability. Quality therefore depends on the entire production system and utility trends. According to Bessant (1998), Gorman is a major fabric company in Australia. A research was carried out to find out the impacts and opportunities presented by clothing and textile industries from china which is a major supplier of the garments utilized by the Australian population. Interviews were carried out on the management of the Gorman Company to establish the reasons for the diminishing industrial development. The following is the analysis of the company’s status in comparison with the fashion industries in china. The paper presents a comprehensive illustration of fashion trends in china and Australia over two decades and the reasons for industrial status in regards to economy. For over two past decades, china has remained a major supplier of garments to the Australian populace. This is majorly because Australia textile industries differ from those of other countries. Also, Australia has a unique configuration in its economy; it has a sparse population density which makes it difficult to develop both local and national markets. Moreover, it differs in season calendar majorly the southern hemisphere which makes it difficult to embark on fashion and stylistic innovations. Australia thus remains china’s major consumer of its massive production which is further fastened by its proximity to Asia. (Webber, 1984) With the unique market policies, Australia opened its market to imported clothing in the late 1980’s. In this regard, a larger proportion of garment designs sold in the Australian market originate in China. There is increased variety of choices available to consumers. According to Emmary(1999), since Australia did not rely on cloth economy, the government preferred imported garments to local manufacture since importing reduced cloth prices thus enabling many people to redirect their income to other sectors of the economy such as education and agriculture which is evidenced by the advanced technological features of the sectors in Australia. It could further improve the economies orientation to more complex industries and readily unlock market access for the agricultural and mineral products. Previously, Australian industries were characterised by innovative technologies, which rendered high speed production. This was to curb high volume of consumption in line with taking care of consumer expectations of low prices and rapid changes of styles as shown in appendix 1. Australian industries failed to develop further due to the entire reliance on exported fabrics. In 1988, the government sort out strategies to assist the industries come back to life through the liberation of tariffs and taxes, labour adjustment schemes and offering incentives for industries to restructure their operations.(Allywood, 2009) However, in the 1990’s, many Australian manufacturing firms closed because of limited local market and high costs of production as compared to the costs incurred in importation. Wholesalers and retailers took advantage of direct importing and buying at prices lower than the local production cost. (Bessant, 1988) Despite, the market trends, the government sort to preserve local fashion brands by introducing new policies to encourage internationalisation such as offering incentives to local manufactures. This ensured that the regulations for the imported garments are consistent to those made in Australia. Australian fashion trends highlight creativity and classic styles. It entails strong brand images, rich colour blends with exuberant styles in fashions with very short life cycles. This country has three major settings: the bush, cities and beaches. The hot and dry climate, therefore dictates what they wear. This trend with few local designs has made the country remain with the high purchasing power of fashion products from china (Tungate, 2005). The global economic conditions differ from one country to another. While Australia relies on imported garments, china is taking advantage of the world market economies which enables it to satisfy both its population and the international market needs. China has a rapid economic growth which produces great opportunities for its luxury fashion companies to enter into the world market due to rising demand. (Bessant, 1988) Webber (1984) notes that for over the past two decades, China has vastly expanded its activities in the international market because of the favourable international market policies and the high demand for products in the international market. This has been used as a tool to benefit its middle class and create jobs for the people due to low trade barriers. Reforms and open policies introduced in the late 1980’s gave China a serene opportunity to explore the world market and maximise economic transformation. China’s clothing and textile industries prefer designs by foreign customers intended for massive markets at moderately lower prices. Some factories produced high quality brands for foreign fashion brands. Previously in the 1980’s China’s textile industries were clustered in the coast due to easy access to cheap labour force, raw materials, international market access and good infrastructure. However, they were later spread throughout the country to ease labour costs and achieve stability of raw material supply (Zhenghua, 1995) In the early 1990’s, china made efforts to create a market economy by allowing entry of foreign retailers and by introducing fair government policies to ease trade operations. China’s industrial growth was always export oriented due to incentive system, flexible production policies and manageable channels of distribution. Most Chinese clothing and textile industries used local domestic machines, but for the rising demand, sophisticated technology was used for established enterprises. With time, the country had massive textile industries thus becoming an incubator of design talent. According to Allywood, 2009, despite the fashion reproachment in china, Australian designers view Chinese industries from a negative perspective. They argue that Chinese designers lack originality since they always ape western designs. This exposes them as professionals who lack, creativity, innovative spirit thus they are not able to make up their own styles. Australians expect utilitarian looks with wool creatively and innovatively used. This greatly limits unique Chinese styles from evolving due to the impending criticism. For instance, a Chinese fashion in the 1980’s which was a dress with long flowing ends that was closely similar to the costumes used in Chinese soap operas received overwhelming criticism from the Australian designers due to the decades of authoritarian rule in their country. To them, fashion those days could be made of something bold and glitzy and they demanded more glamorous and upmarket fashions. Previously, materialist values inspired fashion, but this was rejected and what people wore was impacted by films and televisions. Power suits were common more so with women because they attained authority and control majorly in their work places. In addition, the fitness craze during this time stirred up a huge range of sportswear since more people were involved more in sporting activities. Chinese garment industries could not make up to their market trends and consumer needs thus faced stiff criticism by Australian designers. (Jane, 1996) Allywood further argues that, in both countries, clothing and textile industries have yielded environmental, social, and economic impact. In regard to the environment, there is extreme consumption of water and energy in processing, which impact the environment negatively. Processing produces waste products, which have acute damage to the environment. Moreover, there is massive environmental pollution through the toxic chemicals, noise, volatile organic compounds, dust and fumes which degrade land and water resources. These industries contribute much to a country’s economy but, enormously leave behind a greater social impact. Throughout the nations, poor and squalid working conditions are evident to a multitude of the garment industry workers. These are intensified by low wages, long working hours and heavy work load. The workers are nevertheless most exposed to occupational health issues and safety which leave them vulnerable to respiratory problems, strain injuries, and industrial accidents. Also, chid labour is common in these industries and severely affects the society by high proportions of school drop outs, social problems such as crime, prostitution and drug abuse. Australia uses home workers to reduce labour costs and these workers are the most marginalised and misused. China, on the other hand, controls the workers entry to trade unions thus making it difficult for them to air their grievances. These impacts therefore, are plain and evident in both nations making none of them superior to the other. (Jane, 1996). The textile industries make a significant contribution to both Chinese and Australian economies. Interdependence is a major development strategy because Australia remains the major cotton producing country and, therefore a major exporter of raw materials to china’s clothing and textile industries. Similarly, china is a major consumer of cotton. For years, Australia’s manufacturing textile industries have been declining, and the country’s population relies on imports from china. This requires both countries to take into account good and mutual business practices for equal benefits. It is very essential for both countries to comprehend all stages of the chain: from fibre cultivation, textile and clothing production, retailer and consumer use with proper analysis of the environmental, social and economic impact at each stage. They should be involved in integrated business, collaboration with manufactures and consumers, which can contribute to innovative and sustainable garments. (Robbins, 1992). Business practise further requires the maintenance of market access, developing healthy competition and considering consumer demand for fashion. Management of sustainability challenges such as subcontracting through the supply chain, consumer and fashion trends, energy and water consumption, chemical and pesticide usage and environmental degradation should be major issues to be addressed. Robbins, 1992, asserts that fundamental concepts of management are very vital. The traditional functions of management such as planning, organising, leading and controlling are considerable factors in the clothing and textile industries just like in other manufacturing institutions. It entails strong decision making bodies, proper human resource management, organisational designing, innovation, leadership, trust, communication and interpersonal skills. Due to globalisation, many industries have resolved to build strong supply chain patterns to offer valuable services to their customers. They also gain more advantage over their competitors, in addition to the maximum benefits. There are rapidly changing market conditions and currently, customers are seeking the best value. The countries should venture into activities like joint product design, information sharing and borrowing technological experiences. Australian fashion designers will not look down upon Chinese industries since there would be joint production and consumption. Chinese fashion industries can carry out customer satisfaction tests. The tests will show whether the standard level required has been attained. This can be further enhanced through production of quality samples such as promotional samples that help in determining vendor production capabilities. It should also have the capacity to offer quick response to customer complaints, ability to flexibly change volumes, colours and sizes in case of such demands. (Bessant, 1998). The two countries can also carry out centralised production and marketing although they are not at the same level of economy. This will ensure centralised buying, considerable price negotiations and quality and delivery schedules. Also, they can source necessary components from either country or may move the manufacturing industries to the country that they may consider to be having lower labour costs and appropriate technologies in place. (Sun Keliang 1989). Australian fashion designers who criticize Chinese industries limit their innovation to areas of intrinsic quality. The approve designs that show superiority and the various social classes in the society. They should instead acquire the operational aspect of quality that is employed by the Chinese clothing and textile industries. They expect more utilitarian fashions which is the opposite case with china where designers believe in preservation of culture and fashion trends are influenced much by the customs. (Georgina, 1990) To cope with increasing demand for fashion variety, the increased speed in marketing is a major way. However, business forecasting cannot be depended upon because it rarely delivers accurate information basic in management logistics. Operational management is vital in reducing wastage and unnecessary loses. (Black, 1995) Conclusion. Both countries should take advantage of their unique industrial advancements. China can still remain the major supplier of Australia’s garment needs only if various dimensions are considered. Australia should take its innovation and creative resources to china to enable the designers have firsthand ideas on the latest fashion trends. Georgina (1990) asserts that the aesthetics of the buyer will be known to the designer firms thus satisfying the intrinsic quality of many Australian consumers. Since the Australian designers have knowledge of what their clients need, they may seek employment in china so as they produce directly or better still; send the Chinese sample designs of what they desire. Appendix 1 \ fig1 fig2 fig3 fig4 A representation of fashion trends in women’s jeans wear in Australia Kim, J &Sharon, L (2010), argues the trends of jeans wear among women changes consistently with improved designs streaming into the market to suit the consumer needs. Figure 1 represents the design of jeans in the 1980’s. Figure 2 shows an improved design of jeans wear common in the 1990’s. In the late 90’s, the design changed completely as illustrated in figure. Figure 4 represents the latest jeans design currently in the market. References Allywood, J.2009. The Present and Future Sustainability of Clothing and Textile. University of Cambridge: United Kingdom. Bessant, M.1998. Australian Journal of Education: Fashion Marketing and Management.vol.34, No.2, pp.201-221. Black, J.1995. A History of Fashion. The University of Michigan: Ann Arbor. Figure 1-4:N.A., 2009.How ladies jeans have changed in the last decade (online). Retrieved On September, 12 2011 from http://www.shopbop.com/clothesdenimleggings/br/v=1/2534374302166520.htm?all. Georgina, H.1990.Sultans of Style: Thirty Years of Fashion and Passion.London: Edbury Press. “International Competitiveness and Export Performance: The Case of Clothing and Textiles,” Journal of Australian Political Economy, 46.December (2000): 71-102. Institute of textile technology, 1998.Textile technology digest, vol55 (1-6). Jane, A.1996. The Art of Dress: Clothing and Society. National trust: Michigan. Kim, J. & Sharon, L.2010, Journal of Fashion Marketing and Management: Information available on the websites: effects on consumer shopping outcomes, 14(2), 247-262. Emmery,M. 'Industry Policy in Australia', Research Paper No. 3, 1999-2000. National Garment Production,” Journal of Economic Geography, 7.1 (2007): 39–66 Robbins, S.1992. Fundamentals of Management; Essential Concepts and Applications. Pearson Prentice Hall: Upper Saddle River NJ. Sun, K.1989.The Ownership Issues of Chinese Textile Industry, Australia-Japan Research Centre. Australian National University: Canberra. Tungate, M. 2005. Fashion Brands: Branding Styles from Armani to Zara. London: Kogan Page. Webber, R.1984. Australian Journal of Fashion Design: Impact of Chinese Clothing and . Textile Industries.Vol.20, No.1, pp.43-47 Weller, S. A.2007. “Fashion as Viscous Knowledge: Fashion's Role in Shaping Trans-National Garment Production,” Journal of Economic Geography, 7.1 (2007): 39–66. Zhenghua, C .1995. Towards the Garment Market of 2000, A Collection of Treatises on Clothing and Accessories in China, 1985-1995, Shanghai Fashion & Accessories Society: Shanghai. Read More