By optimising individual allocation and replenishment decisions with AI, Australia-based Ally Fashion exemplifies the trend of massive expansion in the fashion industry. Founded in 2001, Ally Fashion set out to provide affordable, trendy clothing for women. The brand has grown to over 150 stores across Australia and has a strong online presence. Ally Fashion offers a diverse range of contemporary ready-to-wear pieces, including tops, dresses, denim, outerwear and accessories, designed by an in-house team. The brand also caters to various occasions, from beach outings to casual gatherings. The extensive and inclusive product range caters to various styles and body types, showcasing Ally Fashion’s commitment to diverse and affordable fashion.
In September 2018, Ally Fashion responded to customer demand for a broader size range by launching the ‘You + All’ line. Initially available online, ‘You + All’ quickly gained popularity, leading to the opening of physical stores just six months later. This strategic expansion has been met with overwhelmingly positive feedback, marking Ally Fashion’s strongest growth points both online and in stores. By addressing customer needs and promoting size inclusivity, Ally Fashion continues to strengthen its market presence and cater to a wider audience. Through such significant growth, in 2020, it launched Mummy and Me, a maternity and childrenswear line. The following year, Anne-Marie Wade was appointed CEO and a new menswear line, AM Supply, was introduced. With over 400 new styles released weekly in sizes 6-16, Ally Fashion continues to expand its product offerings. As a smart business strategy and to compete in this challenging market, the brand believes in maintaining affordable pricing with reasonable margins.
Strong on sustainability
Ally Fashion has a strong thrust on sustainability and CSR activities as it offers recyclable, reusable and biodegradable products with many sustainable initiatives as well as a focus on charity initiatives. As its product range is vast, so is the use of raw materials. Various products of the brand include 100 per cent polyester, blends like 75 per cent viscose and 25 per cent nylon; 89 per cent cotton, 10.5 per cent rayon, 0.5 per cent polyester; 51 per cent viscose, 25 per cent polyester, 24 per cent nylon, etc. Ally Fashion sources its materials primarily from China and Australia, working closely with suppliers to ensure ethical practices throughout the supply chain. Ally Fashion’s commitment to sustainability extends to programs like ‘Going Green at Work’, which focus on reducing, reusing and recycling materials, with all plastic and paper bags being 100 per cent recyclable.
CEO Anne-Marie Wade highlights the brand’s strategy of integrating sustainable fabrics and enhancing product quality. By collaborating with local designers and expanding its Eco Collection, Ally Fashion strives to lead the fashion industry towards more responsible practices. Thrust on technology is one of the major strengths of the company. By partnering with AI leader Particular Audience (PA), Ally Fashion is creating a unique experience for each visitor by automating product recommendations and personalising product lists.
Sourcing scenario
The majority of the sourcing by Ally Fashion is from China as of now, with other countries on the card of its sourcing team. The brand is committed to ethical sourcing and production of garments, claiming to control over 85 per cent of its production. The company ensures transparency and oversight, enabling it to maintain high standards and offer competitive pricing while paying above-standard wages in manufacturing units.
It’s worth noting here that Australia is one of the most promising markets for Bangladeshi RMG exporters as Bangladesh’s apparel exports to Australia in July-May of FY ’24 increased by 11.76 per cent to US $ 1.18 billion compared to US $ 1.06 billion in the same period of FY ’23. Last year, Australia assured that ‘Duty Free Quota Free’ access for Bangladesh would continue after the country graduates from the least developed country (LDC) status in 2026. Bangladesh has set its eyes on doubling its garment exports to Australia within the next four to five years.
Considering all this, Ally Fashion presents a good opportunity for Bangladeshi RMG exporters.