Defining a New Zealand aesthetic

how to foster original, unique and innovative

fashion products from New Zealand

Mandy Smith & Lisa Lloyd-TaylorFINZ Education Conference |

2009

Government reports and Academic papers

2000 Heart of the nation: a cultural strategy for Aotearoa New Zealand / for the Prime Minister and Minister of Arts, Culture and Heritage

2001 Breaking with past patterns of uncompetitive behavior2001 The Designer Fashion Industry in New Zealand – a scoping study

commissioned by Industry New Zealand2002 the way ahead – a draft strategy for the textile, clothing, footwear and

carpet industries. 2003 Integrate! A critical look at the interface between business and design2003 Building a case for added value through design – report to Industry New

Zealand. 2003 Success by DesignMolloy, Maureen. (2004). “Cutting-edge Nostalgia: New Zealand Fashion

Design as the New Millennium.” Fashion Theory. 8(4): 477-490.2005 Snapshot: Auckland’s creative industries2007 Blueprint – our plan to grow Auckland City’s creative industriesLarner, W & M Molloy. (2007). "Globalization, cultural economy, and not-so-

global cities: the New Zealand designer fashion industry." Environment and Planning D: Society and Space. 25(3): 381 – 400.

Lewis, N, Larner, W and Le Heron, R. (2007). “The New Zealand designer fashion industry; making industries and co-constituting political projects.” Transactions of the Institute of British Geographers. 33(1): 42 – 59.

2008 Fashioning Auckland – an overview of the Business of Fashion in Auckland City.

Ten survival strategies for Fashion Designers

Malem, Wendy. (2007). “Fashion designers as business: London”. Journal of Fashion Marketing and Management. 12(3): 398-414.

1. Understand your business2. Manage a slow and sustained growth3. Consultancy from other brands4. Consolidate contractual agreements5. Retail and wholesale balance6. Control every aspect of your business7. The importance of building relationships8. Communicate effectively with chosen markets9. The international dimension10.Role models

New Zealand lifestyle brands

Forming a signature or handwriting

Martinez, Javier Gimeno. (2007). “Selling Avant Garde: How Antwerp Became a Fashion Capital (1990-2002)”. Urban Studies. 44(12): 2449-2464.

Tourism NZ advertisement

“Country of origin effect”

“That’s the trick – (positioning) your country brand to make sure it has some sort of halo effect over the top of your products’ brand” Jez Frampton CEO of Interbrand

Leveraging the brand New Zealand

Rod Oram, media commentator and Adjunct Professor, New Zealand Centre for Innovation and

Entrepreneurship, Unitec

“great design is anything but skin deep. It only works – it only happens – when it goes right down to the heart and sole of the company that produces it. And such a company thrives only when its roots go right down into the culture and country that inspire it.”

Evolutionary brands

Education focus

• Specialist niche design / product design• The business of Fashion focus• Branding, marketing and public relations • Technical textiles / fibre and fabric

technology• Contract Design• International transaction / off-shore sourcing• Merchandising / buying / styling• Fashion Journalism

BibliographyAuckland City Council. (2005). Snapshot: Auckland’s creative industries. Economic Development and Sustainable Development

Committee: Auckland.

Auckland City Council. (2007). Blueprint – our plan to grow Auckland City’s creative industries. Economic Development and Sustainable Development Committee: Auckland. 

Blomfield, Paul. (2002). The Designer Fashion Industry in New Zealand – a scoping study commissioned by Industry New Zealand . Industry New Zealand: Wellington.

Blomfield, Paul. (2008). Fashioning Auckland – an overview of the Business of Fashion in Auckland City . Auckland City Council: Auckland.

Burleigh Evatt. (2001). Breaking with past patterns of uncompetitive behavior. Industry New Zealand: Wellington.

Burnett, Sarah. (2007, July 7-13). Brand on the run. Listener, 209, 3504.

Design Taskforce. (2003). Success by Design. Industry New Zealand: Wellington.

Hines, Tony & Bruce, Margaret (2nd Ed). (2007). Fashion Marketing – contemporary issues. Elsevier: London.

Innovation & Systems. (2002). Integrate! A critical look at the interface between business and design. Design Industry Taskforce: Wellington.

Larner, W & M Molloy. (2007). "Globalization, cultural economy, and not-so-global cities: the New Zealand designer fashion industry." Environment and Planning D: Society and Space. 25(3): 381 – 400.

Lewis, N, Larner, W and Le Heron, R. (2007). “The New Zealand designer fashion industry; making industries and co-constituting political projects.” Transactions of the Institute of British Geographers. 33(1): 42 – 59.

Malem, Wendy. (2007). “Fashion designers as business: London”. Journal of Fashion Marketing and Management. 12(3): 398-414.

Matheson, B. (2006). "A culture of creativity: design education and the creative industries." Journal of Management Development 25(1): 55 - 64.

Martinez, Javier Gimeno. (2007). “Selling Avant Garde: How Antwerp Became a Fashion Capital (1990-2002)”. Urban Studies. 44(12): 2449-2464.

McDermott Miller Ltd. (2000). Heart of the nation: a cultural strategy for Aotearoa New Zealand / for the Prime Minister and Minister of Arts, Culture and Heritage. Heart of the Nation Project Team: Wellington.

Molloy, Maureen. (2004). “Cutting-edge Nostalgia: New Zealand Fashion Design as the New Millennium.” Fashion Theory. 8(4): 477-490.

New Zealand Trade and Enterprise. (2007, October). Market Profile for Fashion and Apparel in the United Kingdom. Retrieved from http://www.nzte.govt.nz/explore-export-markets/market-research-by-industry/Creative-industries/Documents/Fashion-and-apparel-market-in-the-United-Kingdom.pdf

New Zealand Institute of Economic Research (NZIER) (2003). Building a case for added value through design – report to Industry New Zealand. New Zealand Institute of Economic Research: Wellington. 

Slade, Maria. (2009, July 27). Fashion needs rethink to keep NZ on map. New Zealand Herald, p. B12.

Slade, Maria. (2009, July 27). Streetwear label now more sure of its export market. New Zealand Herald. P. B12.

Textile, Clothing, Footwear and Carpet Partnership (TCFC) (2002). the way ahead – a draft strategy for the textile, clothing, footwear and carpet industries. Industry New Zealand: Wellington.

Images: Zambesi, Cybelle, Sabatini White, Sherieyvonne, Camille Howie, Jaeha, World, Huffer, Nom*D, Trelise Cooper, Icebreaker, Untouched World, Kathmandu, Federation, Kumfs, Swandri, Bendon, BodySilk, Karen Walker, New Zealand Tourism, Orca