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We’ll be catching up with a handful of members from across our industry community to see how they are navigating these unprecedented times. Meet Gemma Rees & Keenan Motto from FABRIC Agency.

by The AFC

5 July 2020

AFC | Covid-19 Industry Profile Series

We’ll be catching up with a handful of members from across our industry community to see how they are navigating these unprecedented times. Meet, Gemma Rees and Keenan Motto, Managing Partner and Creative Partner, of FABRIC Agency.


Gemma Rees and Keenan Motto, FABRIC

Managing Partner and Creative Partner at FABRIC Agency

Tell us about FABRIC…

Fabric is led by Gemma Rees (Managing Partner) and Keenan Motto (Creative Partner) who founded and launched the creative agency in January 2019. We are a strategic creative agency specialising in fashion, retail and lifestyle brands. We create disruptive brand positionings, design principles and integrated campaigns.

Our mission is ‘To create impactful brand experiences for ambitious brands’ Backed by TBWA Group Sydney, we have access to specialists in PR, Social, Content, Digital and Production. We are building on over 10 years of experience delivering brand aspiration and commercial growth for brands including David Jones, M.J. Bale, Sheridan, Woolmark and General Pants.



What are some of the key challenges that you in your business, AND others in your industry community are facing around COVID-19? How are you navigating these?

Many of our clients are retailers and have faced extremely difficult hurdles throughout the pandemic. Whether it be losing consumer interaction due to closure of their bricks and mortar channels or trying to find relevancy during a time when their product isn’t of high priority.

As partners to our clients, our role has been to understand what their key challenges are and help them navigate the current landscape ensuring that their brand is in a stable position to rise and recover post COVID-19. The biggest “winners” have been the brands and retailers that either already had very strong digital and online shopping ecosystems, or who’ve responded/pivoted swiftly in response to the dramatic change as populations stayed home and shopped from their living rooms.



What are some of the opportunities for our industry that you see coming out of this crisis?

The recent COVID-19 pandemic has caused a huge shift in consumer expectations and behaviour regarding simplicity, ease, convenience and safety. However, as COVID-19 has forced the world to collectively recalibrate, we believe the retail sector can use this moment of crisis as an opportunity to rethink and create more resilient and agile ways of engaging and re-engaging with consumers.

We believe there is an opportunity for brands to rethink the customer experience across platforms and build longer term value in connecting with consumers by putting service and a more personalised approach at the forefront. Whether that be via digital first shopping experiences using progressive new technology and changing the game for the retail environment or simple curation of personalised edits using data or listening to our customers feedback and introducing cross category collaborations to drive new engagement.



How will you be passing the time during social distancing?

The most effective creative ideas and outcomes often arise from the most difficult of times. Remaining optimistic, resilient and future focused has been the approach we’ve taken throughout the pandemic.

We’ve found that seeking and sharing inspiration with each other and our clients as regularly as possible has helped us stay future focused. We have a strong share culture across our network and our team connect almost daily to discuss inspiring projects, campaigns and initiatives - whether it be simple ways other brands have created impactful connections to their customers or sharing our recommendation on progressive creative work.

WANT more?

You can find FABRIC Agency online at or on Instagram as


All imagery featured, courtesy of FABRIC

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