Journey
Fashion retailer APG & Co., is a prominent player of the Australian fashion industry, housing three iconic fashion brands: SPORTSCRAFT, SABA and JAG. For over 50 years, the company’s revenue has been around US $ 200 million and it has established a strong presence in Australia’s B2C fashion market. Today the group operates almost 200 stores across Australia and New Zealand. Calling itself a custodian of Australian fashion, it claims that its role is to celebrate heritage and to allow its brands to express themselves in contemporary and authentic ways.
Brands’ products and focus
SPORTSCRAFT, a brand founded in 1914, provides menswear as well as womenswear range of clothing and accessories made of mainly cotton, linen and viscose blends. SABA uses a variety of fabrics like 100 per cent polyester, blends like viscose and nylon, cotton and nylon, 100 per cent silk, combined with a focus on modern simplicity. Its product range comprises knitted and woven menswear and womenswear. JAG is known for its modern fashion denim and a casual urban range designed to be worn for work or after work, with thrust on fabrics like 100 per cent cotton and 100 per cent linen. What is common about the brands is their focus on young target audience. However, SPORTSCRAFT also offers clothing for kids.
| What is common about the brands is their focus on young target audience. However, SPORTSCRAFT also offers clothing for kids. |
Major developments
Ever since the appointment of Elisha Hopkinson as the group’s CEO around two years ago, there have been interesting developments taking place in the company. JAG recently introduced 3D design technology which has reportedly reduced its sampling costs by 50 per cent. The fashion retailer maintains that the introduction of technology has increased its speed-to-market due to reduced quantities of fit samples. The move has also helped the company reduce cost and time and has helped it make progress in its sustainability pursuit. Increasing its reliance on technology, in an advertising campaign, JAG featured real-life models against a fake background wearing digitally produced collection looks. In another move, SPORTSCRAFT signed a deal with Germany-based Retraced to manage its global supply chain through digital mapping.
The company’s strengths
Apart from its large range of products, the group’s strong ethical sourcing program has made it visible across supply chains. By making its suppliers’ details public, the company maintains a high level of transparency by adhering to Global Sourcing Principles.
Opportunity for Bangladesh
There are two major reasons why the company should show more interest in the Bangladesh RMG industry. As per its suppliers’ list available, it works with only two garment manufacturers in Bangladesh and 33 Chinese apparel manufacturers. Its association with Arabi Fashion Ltd., a Bangladeshi manufacturer, employing 1400 workers, began in 2015, whereas with AST Knitwear Ltd., employing a workforce of 900, it has been associated since 2022. The company also sources apparel from some small and medium companies in India.
As the RMG industry in Bangladesh is known for its strong focus on sustainability, the group can achieve its target by sourcing from the country.
