Fiji textiles to re-brand itself

October 20, 2009 04:51:05 PM

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A new look garment industry is about to take off in Fiji, with an official launching today of the “Make it in Fiji” marketing slogan.

The industry has been on a decline since its heydays in the 1990s, where it was fetching over $200 million in foreign exchange earnings and employing thousands of local people, most of them women.

While its initial struggle had been against competition from cheaper sources, like China, as well as an unfavorable trade condition with Australia under SPARTECA, the industry has also had to struggle with the impact of the global financial crisis.

With contribution to export earnings now hovering at just over $100 million, industry players have had to re-invent themselves, and with assistance from the Australian government, they have now emerged with a “Make it in Fiji” brand, which they expect would take the industry forward.

“Choosing to "Make it in Fiji" is all about peace of mind. You will have peace of mind that you are dealing with businesses that understand how you want to do business,” read the Fiji TCF Council’s newly launched website www.makeitinfiji.com <http://www.makeitinfiji.com>.

“You will have peace of mind that the products you'll receive will meet or exceed your expectations. You will have peace of mind that your customers will be satisfied by the quality of the products they buy from you. And you will have peace of mind that you and your customers are not supporting oppressive work practises, the exploitation of children or disregard for the environment. To "Make it in Fiji" really is the right business decision.”

Australian High Commissioner James Bately and Fiji’s Attorney General and Minister for Industry and Trade Aiyaz Sayed-Khaiyum are key speakers in tonight’s launch.