‘Investigating the Successfull Attributes and

Environment for the Female ender to succeed

in the Australian fashion & Textile Industry’
Written by Jessica Johnson
s3589247
 TABLE OF CONTENTS
1 . 0 Ab st r a c t  2

2 . 0 Int ro du c t i on & R at iona le  1

2 .1 Int ro du c t i on  1

2 .2 R at i ona le  2

3 . 0 R e s e arch Ai ms & O bj e c t ive s 3

4 . 0 L ite r atu re R e v ie w  4

5 . 0 Fr ame work  9

6 . 0 R e s e arch C onc e pt s  11

6 .1 R e s e arch Met ho dol o g y 11

6.1.1 Q u a lit at ive R es e arch  11

6.1.2 Q u ant it at ive R es e arch  11

6.1.3 S e cond ar y D at a  11

6.1.4 Pr imar y D at a 11

6.1.5 D at a Tr i angu l at ion  11

6.1.6 Va lidit y  12

6 .2 Prop os e d R es e arch D esig n 13

6.2.1 Infor mat ion R e quire d  13

6.2.2 D at a C ol le c t ion Te chniques  13

6.2.3 L imit at ions  14

6.2.4 Access  14

6.2.5 Et hic a l Pro ce dures 14

7 .0 G an nt C har t and Budget 15

7 .1 G antt char t for R es e arch Proj e c t 15

7 .2 Bu dge t for R es e arch Proj e c t  15

8 . 0 R e fe re nc e s  16

9 .0 App e nd i ce s 
1 .0 Abst r ac t
This proposal is designed to investigate the successful attributes and environment for the female gender to succeed in the

Australian fashion and textile industry.

This proposal is necessary because even though there is more women in the workforce than ever before there is still a

hegemony of men even in female dominated industries like the fashion and textile industry. Women are still expected to

be the ‘homemaker’ therefore forcing women to take on less demanding roles at work so they can raise their children this

is one of the major reasons behind the wage gap.

Power and leadership are deemed to be a masculine term. There is also the expectation for men to be leaders because

women cannot control their emotions. This is a barrier for women to become leaders in their industry because they are

not being given the chance because they are being compared to male norms instead of actual leadership.

There are internal barriers facing women from getting leadership roles as men are more likely to go for raises and

promotions as women. Women acting confident is seen as a negative which is a further reason for them not to go for

leadership roles because they don’t want people to look down on them.

The literature review has been conducted by collecting books, journals and articles to understand the extent gender bias

still has within the industry and how it has changed over time.
2 .0 Int ro du c t ion & R at iona le
2.1 Introduction
The aim of this proposal is to determine the successful attributes and environment for the female gender to succeed in the

fashion and textile industry in Australia. This proposal explores the industry broadly by showing it is not just a fashion

and textile industry it is worldwide. It explores the history of feminism and how the workforce has changed over the

decades for women. It presents the current barriers facing women in the workforce today including fairness, the wage

gap and the dichotomy between choosing a career over family.

The major issues discussed in this proposal are equality, fairness, gender roles and internal barriers.

The major inequality facing women today is unequal pay. Currently the wage gap in Australia is 15.3% (WGEA n.d.), for

retail trade in Australia it is at 8.1% (WGEA n.d.). Reasons for the wage gap include women and men working in different

industries with the more ‘feminine’ industries paying less, discrimination in hiring and disportionate share of household

work (WGEA n.d.).

The unfairness women are exposed to at work involves sexual harassment. According to ABS (2016) 1 in 2 women has

been sexually harassed. Sexual harassment tends to occur towards women more because they are usually inferior in the

power structure at work and women are left to feel powerless and intimidated and prevents advancements in their career

(Human Rights n.d).

Despite how far our society has come there are still internalised gender roles at play. This gets taught at a young age

through media and interactions with people. The words ‘power’, ‘dominance’ and ‘leadership’ are considered masculine

terms (Pike 2016). If women were associated with these words it is seem as a negative. Leadership throughout history

has been men, therefore these are a generalised stereotype for what a leader should be and this is associated with male

norms. When women are in leadership roles they get compared to the male norm of leadership and not for what women

‘naturally’ bring to the table for leadership.

The major internal barrier facing women is lack of confidence. Confidence is negatively correlated for women (Sandberg

2010). Therefore they are less likely to ask for a raise or a promotion (Babcock & Laschever 2007). Sandberg (2010) stated

women are more likely to put themselves down if they do well using terms like “i got lucky” or “i got help” this is a further

example of showing the lack of confidence women have because they don’t want people to look negatively at them.

These issues highlight the glass ceiling in the industry and how there is still several barriers facing women in the

1
advancements in the career. It further projects the need to understand what the attributes and environment was for

women that have been able to beat the glass ceiling and how the fashion and textile industry can implement these

strategies to increase the number of females leaders.

2.2 Rationale
The aim for the second part of this proposal is to find out what the ideal attributes and environment are for the female

gender to succeed in the Australian fashion and textile industry. This will be through conducting expert interviews and

giving out a questionnaire to approximately 100-200 people. The purpose of this is to analyse what the key attributes are

for leadership roles and whether these are gendered. How the fashion and textile industry in Australia can overcome this

barrier to make leadership roles more available to the female gender. How they can overcome this barrier will be done by

analysing the ideal environment for the female gender.

It is a important proposal because despite how far the industry and women have come there is still a glass ceiling in

Australia. Society still has internalised gender roles these being that women should still be the one’s raising the children

and leadership is for men as women cannot handle the pressure. The wage gap is of major discussion today and two of

the major reasons it occurs is because women have to take on more part-time or more flexible hours at work to take

care of the family. Another reason is the more feminine industries like health and education pay less. A barrier towards

the female genders advancement is sexual harassment. Sexual harassment still occurs regularly at work but often goes

unreported in fear of losing their job. This is a key work environment issue that needs to be focused on.

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3 .0 R e s e arch Aims & O bj e c t ives
Aim: To determine the successful attributes and environment for the female gender to succeed in the Australian fashion

and textile industry

Objectives:

Objective 1: To identify the barriers for the female gender to succeed in industry.

Objective 2: To analyse the attributes and environments for females to succeed in the Australian fashion and textile

industry.

Objective 3: To evaluate the attributes and environments for females to succeed in the Australian fashion and textile

industry.

3
5 .0 Frame work
WHO WHAT WHY HOW
Females in the F&T -Their experience -Directly associated with Face to Face,

industry (Buyers, -What makes them the F&T industry Skype, Phone

designers etc) who different to other -What attributes they think Call, Email. The

have been in the candidates for their role makes a successful leader question that will

industry for a short -Have they personally be asked are open-

and long time. thought they’ve missed ended.

an opportunity because Focus Groups

of their gender

Female and male -Their Experience -What attributes they think Face to Face,

tutors/lecturers that -What makes them makes a successful leader Skype, Phone Call,

have experience in different to other Email.

the fashion and textile candidates for their role The questions

industry and teach it. -Have they personally that will asked

thought they’ve missed are open-ended.

an opportunity because Focus Groups

of their gender
Government -Their Experience -What attributes they think Face to Face,

Regulators -What makes them makes a successful leader Skype, Phone

different to other Call, Email. The

candidates for their role question that will

-How to build ideal be asked are open-

workforce environment ended. Focus

-Have they personally Groups

thought they’ve missed

an opportunity because

of their gender

9
Employment -Knowledge of the -What is the ideal candidate Face to Face,

Consultants workforce for a leadership role Skype, Phone

-What makes a candidate Call, Email. The

stand out question that will

be asked are open-

ended. Focus

Groups
General Public What attributes do they Are these masculine/ Survey. The

look for in a leader feminine attributes questions within

Inherited gender roles the survey are a

mixture between

open and closed

questions

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6 .0 R e s e arch C oncepts
6.1 Research Methodology
Research methodology describes the actions to be taken to investigate a research problem for the application of specific

procedures or techniques therefore identifying and analysing information to understand the problem therefore being

able to critically evaluate the validity and reliability of the study. (USC, n.d.).

6.1.1 Qualitative Research

Qualitative Research is a research methodology that emphasizes words rather than the quantification in the collection

and analysis of data. (Bryman 2008a: 366) According to Sandelowski (2004) qualitative research is a term for a array

of attitudes and strategies towards conducting an inquiry aimed at discovering how humans understand, experience,

interpret and produce the social world.

6.1.2 Quantitative Research

Quantitative research focuses on gathering numerical data and generalising it across groups of people or to explain a

particular phenomenon (Babbie, E 2010). Zikmund, Babin & Carr (2012, p 655) defines quantitative research as research

that addresses objectives through empirical awareness that involves numerical measurement and analysis.

6.1.3 Secondary Data

Secondary data according to Doyle (2016) is data that has been collected through a third party. It can also be referred

to as existing data available through researchers who aren’t involved in the original data acquisition (Trzesniewski et al

2011).

6.1.4 Primary Data

Primary data is the numerical and non-numerical information that is obtained directly by a researcher through surveys,

observations or experimentations and it has not been previously published (Duignan, 2016). According to Sylvia &

Terhaar (2018) data is considered primary when it has been collected specifically for the purposes of measuring the

results of a quality improvement program.

6.1.5 Data Triangulation

Hussein (2009) defines data triangulation as the use of multiple methods mainly qualitative and quantitative methods

in studying the same phenomenon for the purpose of increasing study credibility. According to Thurmond (2001)

triangulation is the combination of at least 2 or more theoretical perspectives, methodological approaches, data sources,

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investigators or data analysis methods.

6.1.6 Validity

Validity according to Oxford Dictionary is the quality of being logically or factually sound. To Cambridge Dictionary it

is the state of being acceptable or reasonable. There are twelve types these are;

Statistical conclusion validity: The validity of inferences about the correlation between cause and effect (Landrum 2015)

Internal validity: The validity of inferences about whether covariation between A and B reflects a casual relationship

between A and B (Landrum 2015).

Construct validity: higher order constructs that represent sampling particulars (Landrum 2015).

External validity: whether the cause-effect relationship hold over variables (Landrum 2015).

Face validity: Occurs when something appears to be valid. It is not a sufficient validity because there needs to be more

solid evidence. Researchers start off with face validity to prove a point (Changing minds n.d.).

Content validity occurs when the experiment provides adequate coverage of the subject being studied. It is related to

having a good experiment design as to have content validity the experiment must have a wide sample size and measuring

the rights things (Changing minds n.d.).

Criterion-Related validity: The ability of the measure to predict a variable that is designated as a criterion. It is related to

external validity (Changing minds n.d.).

Predictive Validity: Measures the extent to which a future level of a variable can be predicted from a current measurement

(Changing minds n.d.).

Concurrent Validity: Measures the relationship between measures made with existing tests. The existing tests are the

criterion validity (Changing minds n.d.).

Convergent Validity occurs where measures of constructs that are expected to correlate do so (Changing minds n.d.).

Discriminant Validity occurs where constructs that are expected to correlate do not (Changing minds n.d.).

Conclusion validity occurs when there is a definite relationship between two variables. Can have a positive or negative

correlation (Changing minds n.d.)

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6.2 Proposed Research Design
6.2.1 Information Required

The research design will be conducted through primary and secondary sources. The primary sources will be conducted

through various expert interviews and a survey.

The expert interviews will be directed at women with either a long or short history working in the fashion and textile

industry; these include buyers, designers and allocators. The point of interviewing these women is to see whether they

have dealt with the ‘glass ceiling’ and whether gender has influenced their job opportunities. These will be conducted

through face to face interviews or through email or phone call. The type of questions that will be asked refer to appendix

C.

To go broad with the research interviews will also be conducted to females in different industries including tutors,

lecturers and government regulators. This is to show how it isn’t just the fashion and textile industry facing this problem.

A survey will be conducted through QUALTRICS. It will be taken by the general public therefore ‘no experts’ in the area.

The survey will be conducted to further present the issues with the glass ceiling. It will showcase what the ideal attributes

are for a leader and whether this is more masculine, neutral or feminine.

This proposal is directed at the broad audience being RMIT University, government regulators & academics. This

audience will find the proposal of interest because it highlights the barriers the female gender are still facing today in the

workforce. In the next part of the proposal that will be conducted next semester it will present how to overcome these

barriers.

6.2.2 Data Collection Techniques

The data is being collected through surveys and expert interviews.

The surveys will be done through QUALTRICS and will be distributed through RMIT University Brunswick through

emails and Facebook. The sample size of the survey will be to 100-150 people and because of where the survey will be

distributed the characteristics of the sample size is adults in between the ages of 18-60 all from Melbourne and Perth

(there will be a few outliers).

To analyse the survey I will cross-tabulate the answers so group the respondents based on age and gender. I will filter the

results to focus on one major sub-group being females. I will further compares females by the age groups to see how they

differ.

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For the expert interviews data will be collected through face-to-face interviews, through emails and phone calls. The

expert interviews will be females in the fashion & textile industry. The jobs in the industry being buyers, designers

and allocators. Other expert interviews will be from tutors and lecturers who have background in the fashion and

textile industry. Government regulators including a former politician will be interviewed to show how this isn’t just a

problem facing the fashion and textile industry, it is worldwide. Employment consultants will also be interviewed to give

background on ideal attributes of a leader.

6.2.3 Limitations

The limitations to this research proposal were sample size, time frame and working around the availability of the experts.

The sample size was small as there will be only 100-150 surveys collected. The scope of surveys is small as it was delivered

to students at RMIT Brunswick campus and to Facebook friends of the author. Therefore majority of the sample would

be from Perth and Melbourne ranging from 18-60. The time frame to collect the data and research was limited to four

months. Finding a time to talk to the multiple expert interviews is another limitation as not all were available to speak to

face-to-face and were hard to get in reach with.

Another limitation is the limited financial resources as a student writing the research there was a very small budget to

completing the research proposal.

6.2.4 Access

The surveys will reach the intended audience by being given out face-to-face at RMIT Brunswick campus. They will be

distributed through email to former and current tutors of the author to their current students. By being uploaded on the

Facebook of the author it will further reach the intended audience.

To get into contact to each of the expert interviewees the author will be contacting businesses in the fashion industry,

employment consultant agencies and government bodies through phone calls and emails to see if they are interested and

available to be interviewed.

6.2.5 Ethical Procedures

This proposal will be conducted following the principles in the National Statement on Ethical Conduct in Human

Research (2007). This will be done by getting written consent by all participants involved and knowledge that they will

be recorded. Information revealed by participants will not be released without their consent. This proposal is represented

by RMIT University and will be taken seriously and done in a professional manner.

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7 .0 G an nt C har t and Budget
7.1 Gantt chart for Research Project
This is a gantt chart that details the project schedule that will take place during the second half of the year.
TASK July August September October November
Survey Design X
Survey X

Conduction
Mentor X X X X X

Meetings
Expert X

Interview

Design
Expert X X

Interview

Conduction
Digital X

Presentation
Secondary X X X X

Research
Draft X
Submission X

7.2 Budget for Research Project

The proposed budget for the research proposal is mostly through the printing, binding & travel costs.
Printing & Binding $20
Travel Cost $10

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9 .0 App e ndices
A

20
C
Do you think the me too campaign has impacted the fashion retail industry?

What attributes do you believe make a desirable leader?

How has your company changed to be more accessible for growth in the workplace for women

Why do you believe there isn’t many female fashion designers for major fashion brands?

Have you had any experiences that may have been contributed to your gender as to why you didn’t/did get the job

What strategies has your company implemented to lessen the wage gap?

Do you believe the Australian Fashion & Textile Industry has a glass ceiling problem and if so what strategies has

your company done to overcome this

Women are underrepresented in the workplace Why do you believe this is - do you have any policies

How are you addressing the wage gap for women - do you have any policies

How has the experienced changed over the years/journey - did they have to leave a company

21