Sexual politics and enterprising women in the Queensland fashion industry

Abstract

Most of the research about women as managers/business owners has been conceived in terms of their position in areas dominated by men. However, the meaning of work for businesswomen in an area dominated by women—such as the fashion industry—offers a different perspective. Based on my interviews with fifteen women and five men who operate small fashion enterprises, this paper takes up questions about sexuality and work. The fashion industry encompasses particular sexual cultures, so that for women manufacturers the process of developing work strategies is distinct from women managers working in a conventional men's world of organizations. I argue that fashion designers do not necessarily become desexualised and that they manage their gender in different ways from other businesswomen. In fact, their femininity is often valued and featured in particular ways to assist their businesses. Sex is on display and women use their sexuality to carve out a space for themselves as managers.

It is important to recognize that, as small business owners in an industry undergoing restructuring and feeling the effects of the recession, the women encounter many difficulties, as well as pleasures. I discuss women's work practices, the advantages and disadvantages of being a woman business owner, and strategies for survival. The relations between employers and their workers and suppliers are also important in understanding women's situations. Despite the difficult conditions, women are succeeding as business managers in this industry.