Proudly SA's R2-million campaign to explain clothing labels to consumers

The campaign aims to make it "trendy and cool to support local fashion and clothing", says Proudly South African CEO Martin Feinstein.

He said the campaign would be run in consultation with the National Economic Development and Labour Council (Nedlac), as part of the implementation of agreements reached at the 2003 Growth and Development Summit.

The labels, which will state the country where an item of clothing was manufactured, will be introduced next year in terms of an agreement reached between seven of the country's major retailers and the Southern African Clothing and Textile Workers' Union (SACTWU).

This will enable consumers, for the first time, to know which garments are locally made.

"Sometimes it's the label inside that's the most fashionable of all", says Feinstein.

"Once a consumer can tell where an item of clothing was made, he or she can make a more informed choice. Of course people will still buy on price and the appeal of the garment, but now they can factor in the country of origin. Many people want to buy local fashion and now they can tell what's local and what's not.

Feinstein said the growth of many local "upstart" retailers and clothing brands indicated that young South African adults were ready to support local fashion, and were not as "seduced" by imports.

Large retailers who did not cater to this trend ran the risk of losing market share to these new players, who were finding new and creative ways to brand their South African-ness.