Glittery celebrations like New Zealand Fashion Week aren't just fluff and fun argues NZ Retail and The Register editor Sarah Dunn. They're a vital opportunity to capture shoppers' sustained attention and articulate your brand.
New Zealand Fashion Week has just finished for another year. As the helpful timer on the week’s website tells us, there’s 341 days to go until the next one. Now that it’s all over, we wondered, is there a way to trace this event’s effect on retailers? How do the economics behind a clothing boutique work anyway? Benny Castles from Kiwi label World and Andreas Mikellis, head of Fashion and Textile Design at the Auckland University of Technology, laid bare the logic behind the glamour.
New Zealand’s top fashion brands are being encouraged to share information about their supply chains by the likes of Child Labor Free, Space Between and Sustainable Fashion. The three organisations are trying to create more dialogue around ethics, sustainability and fashion in light of NZFW.
Ten Kiwi fashion designers are getting an edge in on the competitive South East Asian market through an exclusive fashion event, editorial coverage in leading Singapore magazines and being promoted on a leading ecommerce store. Zambesi, Nom*D, Kate Sylvester, Juliette Hogan, Kowtow, Blak and Stolen Girlfriends Club are among the brands.