Australian Retailers Association appoints Fabric\TBWA as exclusive creative partner

Strategic partnership to support Australian Retail

Australia’s largest retail industry group, the Australian Retailers Association (ARA) and specialist fashion and lifestyle creative agency Fabric\TBWA have entered an exclusive strategic partnership to help support, promote and grow Australia’s $340 billion retail sector. The two-year partnership will see Fabric/TBWA as exclusive creative partner for the organisation and will focus on initiatives including:

  • Develop a new brand identity & design system for the ARA and its other retail-focused entities 

  • Joint development of creative campaigns to promote Australian retail together with other ARA strategic partners 

  • Leadership and creative insight forums to help retailers grow their brand positioning and strengthen their marketing efforts

ARA CEO Paul Zahra said, "Retail is undergoing profound transformation, with the COVID-19 pandemic bringing forward a decade’s worth of change and innovation. We invited Fabric\TBWA to an exclusive partnership after being thoroughly impressed by their strategic and creative capabilities."

Keenan Motto Creative Partner Fabric\TBWA said "The ARA have long stood as the united voice of Australian retail, an industry that we are very much a part of and feel compelled to aid in rebuilding post COVID-19. We are excited and honoured to play our part in helping reignite Australian retail through innovation, fresh thinking and arresting creative."

Fabric\TBWA currently works with Australian fashion and retail brands including M.J.Bale, General Pants, Sheridan, Bras & Things, Seafolly and Helen Kaminski, having launched in 2019.

Fabric\TBWA joins other members of the ARA’s growing Strategic Partner Community including AfterPay, American Express and Deloitte .

ENDS…for more details: ARA Media Team (m) 0431 045 373 (e) About us: founded in 1903, the Australian Retailers Association is Australia’s largest retail association, representing a $340bn sector employing more than 1.2m people. As Australia’s premier retail body, the ARA works to ensure retail success by informing, protecting, advocating, educating and saving money for its 7,500 independent and national retail members. To learn more, visit or call 1300 368 041.

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