Farmers newest Autumn/Winter season collection comes in to stores starting March 19. But how will the use of luxe fabrics come into play?
The long-running chief executive of Farmers has quietly left the company. Rod McDermott has been with Farmers for 25 years in total, and as CEO for 10 years, has seen the company make big changes as it adapts to the changing retail landscape.
Farmers’ new apparel range for SS16 demonstrates its gradual shift towards the premium end of the market. It revealed a capsule collection of its instore range for August – October in a spring-themed launch last week, and unveiled several high-end new brands.
Founded more than 100 years ago, Farmers is one of New Zealand’s best-known heritage retailers. It has flourished under conditions which have seen competitors like Wellington’s Kirkcaldie & Stains fall, and is now adapting to omnichannel. We heard from Michael Power, Farmers chief financial officer.
With more than a decade in the New Zealand fashion industry, Andrea Moore is set to launch a secondary range - I AM - into Farmers stores later this year to secure a path for long-term growth of the brand.