Textile Industry Issues in Australia

· Sun protection- Australia is the skin cancer capital of the world; this has resulted in the demand for textiles, which have a sun protection factor (SPF). Clothing and shade cloths are engineered to have a SPF to protect the user/wearer from the harmful effects of the sun and extend their time outdoors. Fabric and garment manufacturers are now required to label product with an Ultraviolet Protection Factor (UPF) if they’re claiming that this is a feature of the garment or fabric.

· Environmental concerns- environmental designs are of an emerging importance in the industry, and have led to the designs, which minimise the ecological impact often involved in the production of textiles. Eco-textiles however, have a higher cost, so until this changes eco-textiles will have a limited consumer demand, and until there is a higher demand for eco-textiles, the price is unlikely to drop. Organic cotton and hemp are example of this.

· Youthful ageing- ageing populations are everywhere as people live longer, healthier lives. as a result there’s a new generation of affluent senior citizens. As their lifestyle is more leisurely their requirements are providing a niche market.

· Informal living and working- there is a growing resistance to formality and tradition in life where it requires a sacrifice in comfort and convenience. There will be no need to wear a suit for identity or status if people are working at home, and there will be a demand for more flexible wardrobes with versatile, multi-occasion apparel to meet changing work and leisure environments.

· Time for me- as the pace of modern life increases, many consumers are craving personal space and time off to indulge in leisure activities. When both partners in a household work there will be less time for chores, meaning that these lifestyle characteristics will result in a demand for convenient, low-maintenance textiles.

· Expert consumers- the growing demand for larger sizes has led to designers and manufacturers focusing on the production for larger size garment ranges and the emergence of new large size labels. Modern consumers are also becoming experts in purchasing, because they are more informed, better educated, value conscious and want to rationalise their purchase or seek out a bargain.

· Lifestyle and technology- improved technology is resulting in cheaper air travel, bringing consumers more in touch with worldwide trends. This also leads to the need for lighter, more versatile, comfortable and easier to care for clothing to pack.

4.) Textile items are manufactured according to whether they are for a niche or mass market- the low volume vs. high volume approach. Local industry strength lies in its ability to improve product quality and develop niche markets, popular brand names and quick response in market demand. Imports involve longer lead times, market risks, logistical uncertainties and tied-up capital. The interests of local manufacturers are not well served competing on a ‘price only’ basis with more imports from lower labour cost countries in Asia. Firms pursuing strategies should be focusing on value adding, or individuality of garments.

Niche markets are the smaller markets for more specialised textile items. Only a relatively few number of people are interested in or can afford these goods. They have a limited consumer appeal, for example, clothing worn by pregnant women or costumes worn by worn by gymnasts. Niche market consumers have specific needs or lifestyles. Liberalisation of international trade in textile products and the increasing involvement of developing countries in mass produced, low-end market sectors, is the key driving force in the movement to niche market manufacturing by Australian textile firms.

Mass-produced goods are manufactured and marketed to appeal to the vast majority of consumers, for example, plain white bed linen. This means that the manufacturer doesn’t have to cater to specific needs of each consumer. This manufacturing approach involves mass production, mass distribution and mass promotion of one product to many buyers. These goods tend to be of a cheaper price compared to niche market goods, and of a standard quality.