“.....Fashion Industry New Zealand (FINZ) is the voice of the industry. Its mission is to have the fashion sector and wider apparel industry valued for its economic, creative and cultural contribution to New Zealand, and ensuring its sustainability....”

UPCOMING EVENTS

Keeping you informed of what’s happening in-and-around the fashion sector & wider apparel industry....

STELLAR SCHEDULE SHAPING-UP

Auckland Viaduct | September 18-22

While earlier dates for Air New Zealand Fashion Week (ANZFW) will see the event going head-to-head with London Fashion Week, Pieter Stewart, director of New Zealand Fashion Week Ltd, maintains that the firm is fielding an unprecedented level of interest from international buyers and media – particularly from the U.S and Asia.

This year’s schedule will feature 59 labels, including – Andrea Moore, Annah Stretton, Arabesque, Carlson, Caroline Church, Charmaine Reveley, Cybele, Deborah Sweeney, Digitex, Docherty Wilkins, Doris de Pont, Egg, Euinton, Fanny Lam, Federation, Firefly, Georgie Scarlett, Hailwood, High Society (Catalyst & Obi), Huffer, International Fashion Group, IPG, Jane Rhodes, Jimmy D, Juliette Hogan, Kagi, Karen Walker, Kate Sylvester, Keuke, LKM Costumier, Liberty/Survival, Little Brother, Liz Mitchell, Lois Phin, Mingk, Miranda Brown, NomD, Ooby Ryn, Pearl, Petrena Miller, PJ Jeans, RJC, Sakaguchi, Serdoun Couture, Su Real Atelier, TAV, Toushe, Trelise Cooper, Vamp/Vertice, Victoria Brooks, Widdess, Yvonne Bennetti and Zambesi.

Take a look at ANZFW’s Designer Profiles

CONSUMER DAY FOR PREMIER TRADE EVENT

Auckland Viaduct | September 23

For the first time, Air New Zealand Fashion Week (ANZFW) will be open to the public for a 12-hour celebration of New Zealand fashion, music and art - ANZFW 4 U . Consumers will get the opportunity to soak-up the ANZFW atmosphere and enjoy – in-season designer selection shows, video highlights from the week’s schedule, local bands and DJ’s, and a Designer Garage Sale offering samples and end-of-season lines.

BECOME A FINZ HOST @ ANZFW

Auckland Viaduct | September 18-22

Fashion Industry New Zealand (FINZ) provides infrastructural support for Air New Zealand Fashion Week (ANZFW), spending every waking hour during the week - connecting designers, buyers and media; providing onsite assistance for ANZFW participants; fielding industry-related queries; and managing a 20-strong team of ‘Hosts’.

Previously known as ‘Minders’, hosts provide a very important service - ensuring that international buyers are well taken care of during their stay and helping them put the limited time they have available to best use, by acting as personal guides/assistants.....organising tickets, appointments and transport etc.

FINZ is currently in the process of recruiting hosts - personable, presentable and proactive people, who are well organised, with strong communication skills and lashings of common sense. Hosts would need to be available Monday-to-Friday (September 18-22) and while enrollment is managed on a voluntary (unpaid) basis, this unique experience offers access to Air New Zealand Fashion Week and an invaluable insight into the business of fashion.

Please forward applications and enquiries to Fashion Personnel including your name, contact details and a CV (a brief description of skills, work experience and any foreign languages). Applicants will be contacted by Fashion Personnel during the last week of August.

DEUTZ AMBASSADOR SHAPING-UP AS HOT TICKET

Air New Zealand Fashion Week | September 18-22

FINZ is proud to support the Deutz Fashion Design Ambassador – a programme that identifies an aspiring designer to represent New Zealand’s fashion industry abroad.

Organised by Deutz Marlborough Cuvee in conjunction with the British Council, the award encompasses a return trip to London, where the recipient will meet and learn from style leaders, in addition to $3,000 spending money and an annual FINZ membership subscription.

This year’s Deutz Fashion Design Ambassador show will feature on the official Air New Zealand Fashion Week schedule and is shaping-up as a hot ticket, with Chris Lorimar (Mint Condition) taking charge of production and styling.

SECOND OUTING FOR FASHION TRADE SHOW

Ellerslie Convention Centre, Auckland | September 18-19

Fashion Source is an emerging industry event that takes inspiration from major trade shows of the past. The brainchild of the Composite Retail Group and Australian & New Zealand Apparel, the exhibition showcases womenswear, menswear, childrenswear, intimate apparel, accessories and footwear, and attracts buyers from across the Asia-Pacific Region.

IMPROVING THE FOUNDATION FOR DESIGN

Browns Bay, Auckland | August 12 & 19

Apparel firms and designers will get the opportunity to improve their technical skills via a two-day industry specific advanced pattern-making workshop being held by Pattern Architects in conjunction with the Apparel & Textile Industry Training Organisation (ATITO).

Attendees can choose specific areas for instruction and can also work on their own patterns. Expert tuition will be provided by Don Hellier – a former senior lecturer at AUT, who has developed patterns and specifications for all manner of women’s men’s and children’s clothing firms, and has a background in bespoke cutting.

To register contact Pattern Architects – ph: +64 9 476 2419 (or) email: annehellier@patternarchitects.com

NZ$470.00+gst

FASHION EDUCATION ON THE AGENDA

Christchurch Polytechnic Institute of Technology | August 10-11

Fashion Industry New Zealand (FINZ) will host the fifth annual FINZ Education Conference at Christchurch Polytechnic Institute of Technology (CPIT) from August 10-11. This unique event promotes communication, understanding and cooperation between the tertiary education sector, and the wider apparel industry. Throughout New Zealand, 16 tertiary education providers offer 36 fashion and textile-related qualifications, which produce more than 1,000 graduates annually.

This year’s theme – ‘The Commercial Environment’ – focuses on better preparing students for the realities of employment within the industry. Programme highlights include – an industry panel discussion, a critique of fashion curriculums from recent graduates, industry marketing initiatives, and professional development workshops.

To register contact FINZ – ph: +64 9 337 0500 (or) email: info@finz.co.nz

Registrations close on Friday, 4 August, 2006

NZ$120.00/$95.00 (FINZ Members)

DESIGNER MENTORING UP FOR GRABS

Applications close: August 25

Karen Walker will mentor the recipient of this year’s Inspiring New Zealanders scholarship, developed by Air New Zealand. The scholarship is open to tertiary design students in their final year and four finalists will spend a week in Walker’s workroom, with one being chosen to continue the mentoring process for a further three months.

“What I hope they will learn here is that you have to work your butt off in this business,” says Walker. “And, by the end of the process, I hope they will have a better idea of what’s involved in a design-driven business like this and what’s possible.”

NEWS IN BRIEF

WARMING-UP FOR EIGHTH ROUND

Negotiators will return to Beijing this week for the eighth round of New Zealand-China FTA negotiations. Following the successful visit of Premier Wen Jiabao in April 2006, trade representatives are looking forward to learning the results of domestic consultation undertaken by China on goods and rules of origin.

Further detailed discussions between experts on services, investment and other areas will also continue in Beijing. Following this round, the China FTA Taskforce will look to undertake a further process of domestic outreach to update stakeholders on progress in negotiations.

DON’T DUMP IT - DONATE IT

Think twice before you discard all of those scraps of fabric, excess trimmings and empty thread cones. DonateNZ is an online portal that connects businesses with charities, schools and play-centres in their local the area that are looking to source fashion byproducts for arts and crafts projects.

Companies can list any items they want to giveaway online and will be put in contact with interested DonateNZ recipient members, who will organise collection. For more information - ph: +64 9 296 1600 (or) email: enquiries@donatenz.com

FASHION FEATURES STRONGLY ON TRADE ME

Apparel brands continue to feature among Trade Me ’s ‘top-seven searches’, with Nike and Karen Walker ranked seventh and fifth respectively, and Roxy taking out pole position ahead of Pumpkin Patch.

Clothing items loosely associated with the All Blacks have also attracted fierce interest. The Rip Curl bikini worn by Lisa Lewis, the woman who ran onto the field during the closing seconds of a New Zealand rugby test match in June, fetched NZ$4010. And, the women’s handbag that former All Black captain, Tana Umaga, used to clock team-mate, Chris Masoe, in the head with Mitchell 2.jpg during the infamous ‘cry-baby’ bar fracas, collected NZ$22,800.

CHAIN STORE CHIC

New Zealand department store chain, Farmers, is repositioning itself in the market with a new fashion-forward offering, which includes the much anticipated diffusion line ‘Mitchell’ by Liz Mitchell. The first of on-going monthly capsule ranges, each comprising around 15 garments, will retail in 22 stores from mid-August.

“It’s a worldwide trend to have icon fashion designers working for large department stores,” says Dean Cook, head of marketing at Farmers, referring to Jasper Conran for Debenhams (UK) and Isaac Mizrahi for Target (US). Like them, Mitchell has worked hard to translate signature elements into a diffusion line that will retail at a fraction of her designer label. Having had to get her head around the complexities of offshore production, she admits that “the processes involved have been unbelievable.”

KIWI RETAILERS FEELING THE SQUEEZE?

Reports are dubbing it an ‘Australian invasion’, as fashion chains from across the Tasman prepare to debut in the New Zealand market. Surf brand Roxy and women’s fashion label Kookai will launch 300sq.m stores at Auckland’s Sylvia Park in the third-quarter of 2006, when stage two of the Mt Wellington retail development unfolds - encompassing 50 speciality fashion retailers across 14,000m2.

Meanwhile, Alannah Hill , Nicholson and Kikki.K will throw open their doors on August 17, when the new 28-store Nuffield Street fashion precinct opens in Newmarket. And, it’s not just the newcomers who are making waves. Supre announced that it will increase its New Zealand stores from 14-to-20 by the end of the year.

PROFITS EXPECTED TO INCREASE DESPITE TRADING CONDITIONS

Hallenstein Glasson expects an annual profit of between NZ$21.7 million and NZ$22 million to August 1 - up from NZ$19.3m in the previous year. It announced that group sales for the period to June 30 rose eight percent. While winter sales and profit in New Zealand have improved, its performance in Australia has yet to meet expectations, due to “extremely competitive” trading conditions. A full-year profit announcement will be made in September.

THE GREAT SIZING DEBATE

The issue of vanity sizing has already been picked-up by The Press (Christchurch) and National Radio, with ‘some fashion retailers and designers being accused of making their clothes in “more generous” sizes as a marketing ploy to make women believe they are smaller than they really are in a bid to lift sales’. Sizing variations between different brands are said to ‘be causing chaos in changing rooms’, but there no word yet on whether the issue will further snowball.

THE DEVIL IN DISGUISE

The Devil Wears Prada will hit screens around the country on October 19. Based on the best-selling book of the same name, which was penned by former Vogue staffer Lauren Weisberger, the novel sent shock waves through the fashion world for being a thinly disguised and very unflattering insight into the inner workings of the prestigious publication.

Fashion Industry New Zealand (FINZ) is considering hosting an advance screening of the film. Let us know your thoughts - email: info@finz.co.nz

THE LEARNING CURVE

WORLD DOMINATION ON A SHOESTRING

2006 FINZ Seminar Series: A J Park Branding Breakfast

New Zealand companies are taking on the world and working to achieve extraordinary feats on very limited budgets. The 2006 FINZ Seminar Series provides fashion-related firms with the opportunity to learn from the expertise and experience of specialists across numerous fields and grow their businesses in proven, practical and cost-effective ways.

June marked the launch of this fashion specific seminar series, which began with the A J Park Branding Breakfast - featuring Geoff Ross (CEO of 42 Below). Here are a few of the pointers that Ross shared with fashion firms regarding his take on achieving world domination on a shoestring.....

• Your reasons for being must be genuine

Premium vodka = purity….and New Zealand is a pure place.

• Other people have lakes and mountains too, so you need to look good and tell good stories

London’s fashionable-set wear designer labels and will readily part with $15 for a vodka martini. 42 Below had to design a stylish bottle that jumped out at punters from the top-shelf. With so much product parity in today’s market, your main advantage lies in being able to tell a better story than other brands.

• Strategy is good, but doing stuff is better

Don’t confuse process with progress – while you’re over-thinking things, nothing’s being sold. “You’ll never be able to create the perfect marketing plan, but you can produce something that’s bloody good and keep refining it.”

• Those wacky ad agencies, PR people and designers will make you lots of money

New Zealand boasts world leaders in these fields and their services are cost effective compared to offshore markets. The local talent can’t be beaten on price. Just make sure that you protect your IP.

• Listen to people, but ignore some of them

42 Below’s proposition is unashamedly ‘New Zealand’, despite the fact that everyone said: “Vodka has to be Eastern European”. Ross refers to this mentality as ‘comfy slipper syndrome’. “Sometimes you need to wrench that slipper off them and convince them that there could be a comfier one out there.” The company sought an alternative perspective by commissioning a study of the London market. Once again the feedback was “don’t do it”. Nevertheless, Ross maintains that “research will only tell you what the Pakuranga housewife thinks. It’s not going to identify the next big thing and popular consensus won’t make you a success”.

• The most powerful medium in the world is word of mouth

The question isn’t ‘what television station should we use’ - rather ‘what is going to get our target market talking’. Think about what’s influenced you lately. Friends, articles, celebrities – these are the things that inspire ‘word of mouth’. 42 Below gained huge exposure from a viral marketing campaign. The irreverent ads got people talking and generated 100,000 hits a week. At a cost of around $5,000, producing a small series of mpeg files didn’t break the bank, but the concept was priceless. It’s better to excite some people than be bland and acceptable to all.

• There is power in opposites

Zig where others zag - “the small will grow from where the big is not”. While its corporate competitors had ‘suits’ peddling multiple brands, 42 Below employed a young sales team of former bar managers that were dedicated to its brand and fully schooled in bar, and cocktail culture.

• Communication ‘06

2000

Ads

Sports people

Product placement

Product PR

2006

Viral marketing & blogs

Celebrities

Content

Event & stunt PR

Online communities are rising up again. The ‘discovers’ - people who fuel trends - aren’t sitting at home watching television every night, When they’re not out, they’re probably online - gathering feedback and reviews on new bars, films, restaurants, brands and products. The key is being able to infiltrate hot sites, which is a lot more cost effective than advertising.

• Having no money is good

“We didn’t have any money, so we had to think” - Ernest Rutherford

Take a look at some of 42 Below’s propaganda and don’t forget to protect your brand and all of those great ideas - talk to the specialists at A J Park .

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BECOME A FINZ MEMBER

FINZ’ membership is fast approaching 200 companies that span all sectors of New Zealand’s apparel industry - design, production, wholesale, retail, export and importing - as well as an associated network of training and service providers.

Membership is open to groups, companies and individuals, and FINZ is committed to providing benefits for businesses at all stages of their development.

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