Fashion, communication, interiors and product design students in their third year of study are being challenged to submit their own interpretation of what Glassons ‘Made of Here’ brand strategy means.
The students’ task is to use design to showcase their culture.
The ‘Made of Here’ strategy was kicked off in October 2014 and highlights how the retailer is a true Kiwi brand, having been founded in New Zealand in 1926.
Academic leader of fashion at Otago Polytechnic, Dr Margo Barton, says it’s an opportunity for staff and students to better understand the offshore production process and gain international experience.
“To be able to understand the designing, production, retailing and marketing process from the point of view of this big Australasian retailer is invaluable,” she says.
“This initiative will allow both staff and students to think more broadly about what a fashion professional is, or could be.”
Glasson's Made of Here ad campaign
This new initiative comes after backlash from animal rights activists for a ‘Made of Here’ video last year. The 60-second film depicted a model riding a bull, rodeo-style.
Animal activist group SAFE said the slow-motion clip glamourised animal cruelty, but Advertising Standards Authority complaints about the advertisement were not upheld.
Glassons also weathered criticism for a mannequin which sported visible ribs, coming out seemingly unscathed in 2015. Hallenstein Glasson shares were at a one-year high in January following strong Christmas trading.
The franchise is also opening a new flagship store in the Christchurch CBD.