Seafolly among women-centric brands to stand out in gender pay gap data

The Seafolly brand is synonymous with women’s swimwear, but new data shows the Australian-born label has one of the most significant gender pay gaps in the local fashion industry.

Landmark data from the Workplace Gender Equality Agency (WGEA) shows median base salaries, and median total remuneration, are 44.5% higher for Seafolly’s male employees compared to its female staff.

Those readings are significantly higher than the average across the clothing manufacturing sector: the local rag trade reports median base salary and total remuneration pay gaps of 5.7% and 11%, respectively.

Although women make up 96% of Seafolly’s workforce, men are more prevalent in senior and key management roles than they are in its clerical and administrative ranks.

100% of its sales staff are women.

Conversely, Seafolly counted no women on its board as of 2022-2023, when the data was captured.

It did not have any plans to support gender equality in its governance structure at the time, WGEA states.

The Seafolly label, which collapsed into administration in mid-2020 before a restructure and eventual 2023 sale to an overseas buyer, is hardly the only Australian women’s fashion brand to have stark gender pay gap data made public.

City Chic Collective, which operates the City Chic and Avenue brands, has a median base salary gap of 57.7%.

And Women’s Agenda notes that Lorna Jane, the activewear brand that wants its customers to “feel confident and empowered”, has a median base salary gender pay gap of 36.3%.

Data does not “accurately reflect” equity commitment: Seafolly spokesperson

Women make up 77% of the Australian fashion and textile industries, according to the Australian Fashion Council.

But data from the WGEA portal suggests the men who do work in fashion tend to operate in mid- to high-paying roles.

This concentration of men in the top income bands can influence the median pay disparity between men and women — even if the men and women who work in identical fashion roles are paid the same amount.

Seafolly says this is the cause of its pay gap results.

In a statement provided to SmartCompany, a spokesperson for Seafolly said it is “essential to consider the dynamics within our organisation”.

Addressing its 100% female sales team, the spokesperson said part-time and casual work affords flexibility in the workforce.

“Shopping for swimwear can be an intimate and personal experience, intertwined with confidence and self-expression,” they continued.

“Recognising this, Seafolly takes great pride in our 100% female-led retail team, who offer unparalleled support and expertise to our customers.”

Further, the median wage data “does not accurately reflect our commitment to equity,” they said.

“Seafolly is continuously evolving to cultivate a truly equitable workplace, offering comprehensive benefits such as paid maternity leave and flexible working arrangements to support women throughout their careers and life stages.

“Our dedication to fostering inclusivity and empowerment remains unwavering.

“Seafolly is committed to championing gender equality and creating a workplace where everyone can thrive, regardless of gender.”

The makeup of its executive team has changed since it provided the WGEA with its 2022-2023 data, the spokesperson added.

A new 50/50 gender balance in its executive leadership team is likely to appear in next year’s WGEA pay gap data.

Other ventures to stand out in the WGEA data have shared similar statements to Seafolly.

In a statement obtained by Ragtrader, City Chic Collective said venture said men constituted just 4% of City Chic’s total employee base when the data was compiled.

“Men and women that hold equivalent roles are on equivalent pay,” the statement read, while noting that “a limited number of roles are appropriately open to gender diversity, with the majority of its personnel being in customer-facing sales roles”.

Data provides lessons for fashion industry

Across all sectors, the median base salary pay gap was 14.5%, and the median total remuneration gap was 19%.

The WGEA is pushing for pay gaps of +/-5%.

Given those benchmarks, some Australian fashion labels have managed more equitable results.

Sass & Bide, under the ownership of Myer, posted a median base salary gender pay gap of 2.8% — despite reporting no women in its most senior leadership teams at the time.

Camilla and Marc Operations Pty Limited, of upmarket label Camilla and Marc, reported a median base salary gender pay gap of 0.1%, and a median total remuneration pay gap of -0.7%, marginally tilting in favour of the women on its payroll.

Those results, along with the positive findings from brands like Country Road, The Iconic, Carla Zampatti, Zimmermann, Workwear Group, Marcs, David Lawrence, and David Jones, will provide lessons to the broader industry, said Marianne Perkovic, chair of the Australian Fashion Council.

“The publication of individual employer gender pay gaps presents a timely opportunity for large businesses and organisations to reflect on how they can further enhance economic outcomes for women,” Perkovic told SmartCompany.

“This newly available information underscores what we already knew: Despite being a female-powered industry, women are still paid significantly less than their male counterparts,” she continued.

“Women in vital roles such as pattern makers, machinists, and customer-facing positions are remunerated lower than those in executive positions, and we consistently see an underrepresentation of women in these higher paid, executive roles.

“This is disheartening as our industry serves a majority of women, but have more men as key decision-makers.”

The Australian Fashion Council is calling on the federal government to address skills shortages and skills gaps in the industry ahead of the 2024-2025 budget.

Expanded career pathways are “crucial for enhancing economic security and promoting more women in leadership roles,” Perkovic said.