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OCTOBER 2019 I VOL 52 I NO 10
editor ’ s note
ABANDONED CART RECOVERY
fashionable reads
Dior: Moments Of Joy
By Muriel Teodori Exploring the history of the brand’s beauty and success, this luxury volume spotlights Dior’s most successful and greatest moments. With exclusive archives, captured behind the scenes moments and workshop imagery, the collection presents the luxury French label in a light unseen before. Moments of Joy is an impressive collection of literature, philosophy and creative history set to inspire anyone who reads it.
Ralph Lauren: In His Own Fashion
The emphasis on brand owners to gain consumer engagement and increase consumer base expansion through an e-commerce site is a battle often fought over the phenomenon that has become known as the abandoned cart. No matter a customers engagement with a brand, there is no guarantee that a customer will buy, and while they will browse and put items in their cart, for a large proportion of these customers they will leave the site without completing the sale. These non-sales are known as the “abandoned cart”, and the recovery of these sales has become one of the biggest challenges facing brands. Across various studies, the percentage of abandoned carts ranges anywhere from 50% to 80%, but out of this has emerged a marketing tool known as abandoned cart recovery. In these instances, an email is sent automatically to remind a customer, who has added items but left the site without completing the order and is often done very soon after the customer has abandoned the purchase. In these circumstances, this is also a prime time for a brand owner to offer a discount or bonus to encourage prompt completion of the sale. However the big question we often get asked is what is best practice, how long should a retailer wait before sending the first email, and more importantly how many times can a customer be reminded about their "abandoned purchase" before they switch off engaging with the brand? The problem is to judge the timing to be close enough so that the brand is still fresh in the customer's mind, but long enough so that the customer does not feel that the brand has been too intrusive. The answer is quite simple. How would you feel as a customer if you received a bombardment of emails?
What do you consider an acceptable level of prompts? Rule of thumb would be to wait an hour to send the first reminder email to the customer, then leave them alone for at least a day before trying to prompt them again into completing the sale, perhaps at this time send a sweetener by way of a discount or bonus to encourage them to complete the purchase. With the second reminder sometimes it is better to offer another item or a new product to market rather than to remind them that they have abandoned a purchase. Our recommendation is to mix up the timings and offers to avoid customers becoming conditioned to receiving a discount if they abandon a cart.
CHAIRMAN Peter Mitchell ISSN 1171-2287 PUBLISHER Tania Walters - tania@reviewmags.com Suite 9, Level 3, 20 Augustus Tce, Parnell, Auckland, New Zealand Box 37 140, Parnell, Auckland, New Zealand ADMIN/SUBSCRIPTIONS Kieran Mitchell - kieran@reviewmags.com PO +64 9 304 0142 NZ Apparel is published monthly under licence by Review Publishing Co Ltd. Please direct all EDITORIAL DIRECTOR Sarah Mitchell - sarah@reviewmags.com enquiries and correspondence to NZ Apparel. The opinions and material published in this edition EDITOR Caitlan Mitchell - caitlan@reviewmags.com of NZ Apparel are not necessarily those of the publishers unless specifically stated. All material appearing in NZ Apparel is copyright and may only be reproduced with the consent of the CONTENT MANAGERS Caroline Boe - caroline@reviewmags.com publisher. Copyright 2018 NZ Apparel Magazine. GRAPHIC DESIGN TEAM Raymund Sarmiento
INTERN
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Ciaran Carroll Janet Guan
By Alan Flusser Published as part of the brands 50th anniversary, Alan Flusser presents an intimate life reflection of the iconic American designer, Ralph Lauren. This high-level, illustrated read depicts the designer’s life and work while highlighting the fashion and cultural impact he made on the industry. From a young boy in the Bronx to one of the most recognised names in fashion, his story is one to read.
Fashion Evolution: The 250 Looks That Shaped Modern Fashion
By Paula Reed Presenting trends that have contributed to the evolution of fashion from the 50s to the 80s, Paula Reed explores the history that has ultimately defined how we dress. Fashion Evolution looks at iconic pieces from the Chanel suit, to Ziggy Stardust, to the Wonderbra, each created by visionaries that, as a result, have made their mark in history. Accompanied by striking imagery, this read rejoices style moments that have captivated the world.
Yves Saint Lauren: Icons Of Fashion Design & Photography
By Marguerite Duras Relish on exquisite haute couture and ready-towear designs created by the luxury fashion house and photographed by the world’s leading fashion photographers. Originally published in 1988, the book traces designs from 1962 to 1988, featuring 135 images of Yves Saint Laurent’s most distinct designs. Spotlighting collaborations with idols such as Audrey Hepburn and Twiggy, this classic volume documents the brands ever-evolving creativity and world-class photography.
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fast five
NEW EXPANSION LANDS IN NEW ZEALAND Australian streetwear brand, General Pants, has finally launched in New Zealand both in Auckland and in Christchurch, with plans to launch in Wellington. Founded in Sydney in 1972, General Pants has continued to expand globally with stores in both Los Angeles and New York. Sacha Liang, chief executive of General Pants Co., explained that New Zealand’s youth and music
culture felt fitting for General Pants Co. and is what lead them to expand into the New Zealand market. The first New Zealand location opened in the new Westfield Newmarket shopping precinct. Moving the brand from a complete online presence in New Zealand, the brick-and-mortar stores has given their customers a larger variety of choice and has successfully made the brand more accessible.
A NEW ETHICAL PARTNERSHIP Outland Denim and Karen Walker have teamed up to create a limited-edition six-piece denim collection. The capsule combined signature styles by Karen Walker with the two brands' shared ethos around consumption patterns. James Bartle, Outland Denim founder, said co-designing the capsule was an obvious choice. Established in 2011, Outland Denim’s mission was to give formerly enslaved or exploited young women an opportunity in a more ethical employment pathway. Through training and opening up their main production house in Cambodia, the brand has been able to give previously vulnerable women a stable and enjoyable job. 80 employees work at the Cambodia production house, including women who have left exploitative work environments to those with physical disabilities. With living wage and educational and personal advancement initiatives, Outland Denim helps to rebuild employee’s futures in terms of training and career progression. “We’re honoured to partner with Outland and support them in creating enduring social change for women in vulnerable positions,” Karen Walker said. “Karen Walker and Outland are both committed to creating well-designed and well-crafted pieces that are enjoyed and worn for many decades.”
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BANKING ON NEW ZEALAND MADE New Zealand made label Harman Grubisa were in charge of giving Westpac workers a fresh wardrobe. Westpac teamed up with Harman Grubisa to create corporate clothing that went beyond the boring button-up and suit pants combo. Boasting over 30 pieces in the range, Westpac customer-facing staff now have a wide variety to choose from. Highlights from the range include sleek turtle necks, contemporary suiting, and the inclusion of cultural items such as a hijab. This collection enables Westpac employees the opportunity to showcase individual personalities and style. The designer duo also felt it was important for the prints to have a Kiwi flair in the mix, creating two bespoke prints: a floral Mānuka print and a Prince of Wales check.
essential stock
WRANGLER The seeds of Wrangler were sewn in 1904, when CC Hudson set up the Hudson Overall Company, dedicated to producing top quality, durable work clothes. The Wrangler brand name was coined in 1946 and the 1970s would later be referred to as Wrangler’s golden era. Movie stars and musicians chose to wear the brand and it quickly became an icon of youth culture. The Melbourne based team behind Wrangler Australia are still dedicated to designing heritage inspired denim for Australia and New Zealand. Looking back through the archives, the design team are drawn to Wrangler’s ‘Golden Era’. Subtle 70s references are paired with modern fits and fabrications making their jeans instant favourites and wardrobe staples. Working with the world’s best denim suppliers who uphold high ethical standards of practice, they believe in quality so your jeans last. This Summer, Wrangler is bringing retro back with their take on the tapered mom short. Sitting high on the waist and slim through the leg, the Tyler Short features a raw hem and are finished with a vintage paper back patch. For more information visit wrangler.com.au.
ARE THESE YOUR BUM’S NEW BEST FRIEND? Finally, a pair of pants that achieve style without compromising on comfort. Freddy, an Italian brand that originated in Milan over 43 years ago, has arrived on New Zealand shores ready to give your booty a boost while offering extreme comfort thanks to their innovative design. Freddy’s patented revolutionary WR.UP pants have become a game-changer for women. The technology behind WR.UP pants are the secret to their success, with over six million pairs sold globally, they compliment the female figure and offer extreme comfort thanks to their unique shaping effect. The combination of strategic stitching, stretchy fabrics, ultra-light silicone and an iconic patented butt design means that your booty is getting a lift, regardless of whether you’re petite, pear, hourglass, apple-shaped, tall or rectangular. Freddy pants are unique in every way. They solve the age-old problem of jeans getting loose and baggy with wear and constantly having to yank them up. Freddy’s WR.UP line feature a thin silicone panel inside the waistband that prevents your pants from moving or lowering so you can move freely and bend over without the fear of your pants slipping. While traditional denim only stretches in one direction, Freddy denim is made from a unique
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cotton jersey which stretches in both directions making them extremely comfortable, form-fitting and flattering. Freddy merges the gap between looking good in skinny jeans and feeling luxuriously comfortable. Freddy’s innovation doesn’t stop at their WR.UP and denim range. They recently introduced a revolutionary fabric named D.I.W.O PRO to their collection. D.I.W.O PRO is a smart yarn that features bioactive minerals woven into the fabric which amazingly reduces the appearance of cellulite with wear. With both the fabric and garment production being made in Italy, the D.I.W.O PRO range is fast becoming one of their best-sellers and it’s not hard to see why. This fabric not only beautifies the skin by increasing skin firmness and smoothness, but is also very breathable and extremely comfortable to wear. All Freddy pants, including their D.I.W.O PRO range, feature their famous WR.UP shaping effect technology. They have redefined denim as we know it and offer levels of comfort that once tried will keep your customers wondering how they ever wore any other jeans. For more information or to become a stockist, email hello@freddystore.com.au or visit www.freddystore.co.nz.
FREDDY Freddy's popular High Rise denim features their patented WR.UP shaping effect technology to compliment the female figure and give your booty a lift. Freddy denim features a unique bi-elastic fabric which provides a fourway stretch making them unbelievably comfortable. They will never stretch out of shape with wear, preventing any sagging around the knees or bum, a common problem found with traditional denim. For more information or to become a stockist, email hello@freddystore.com.au or visit www.freddystore.co.nz..
RIDERS BY LEE For years, Rider has prided themselves on creating ethically sourced denim that fits seamlessly into the active lifestyle of our wearers. We believe that denim is a wardrobe staple that can be worn by anyone. Designed in Melbourne, Rider offers denim to different ages, body shapes and sizes. Rider's denim collections extend from ages three to 50+. Their aim is to inspire everyone to feel good in their own skin, celebrating denim for every mood, every moment, but most importantly denim for every body. The cult classic Hi Rider has been reengineered to fit the hourglass shape. Their ultimate CURVE high-rise skinny jeans have been designed and constructed specifically to flatter a range of curvy silhouettes. Featuring special gap-proof waistband technology, designed to hug even the smallest waist, and front pocket construction to compliment the fit. Finished with a cropped length, in black denim, it’s perfect for all year round. For more information visit ridersbylee.com.au.
LEE Lee has been loving denim since 1889. From the Sharpies of the 70’s, the Slackers of the 90’s, right through to the Party People of today; Lee get their kicks out of crafting, weaving, dyeing, washing cutting and sewing denim into the best garments around. Lee's rich history paired with a fierce passion for denim, is what drives their Melbourne-based designers. Drawing from the knowledge that comes with being a global denim brand, Lee sources the world’s best denim fabrics and only works with factories with the highest ethical and sustainability standards, to deliver designs especially for Australians and New Zealanders who move to the beat of their own drum. The High Baggy is the newest and ultimately the coolest of their anti-fit library. The High baggy highlights a fitted waist with a fuller relaxed body and leg profile, designed in a soft bleached light denim. For more information visit www.leejeans.com.au.