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NOVEMBER 2019 I VOL 52 I NO 11
editor ’ s note
fashionable reads
John Galliano for Dior
THE C WORD
Christmas is here. It may be November, but I can already smell the pine. E-retailers have started early, blasting newsletters and Instagram with their Christmas-themed pyjamas and matching dog apparel. To boost your silly season sales, I have strung together a couple of tips. FOCUS ON EXPERIENCES Hire more seasonal part-timers and put a huge push on customer service. It’s a fine line between pushing masses of people out the door and creating a great experience that will transform consumers into loyal returning customers. Sell each person on your service, your store, your trusted curation of products. This way, you will have them returning for Boxing Day, Valentine’s Day, birthdays, and weekends. People buy off people they like, and everyone knows the end of year is the most stressful shopping season. Long lines, crowded stores, horrible returns. Prepare your employees to be extremely helpful, know your stock, and know your returns policy like it’s the national anthem. The goal is long-term business.
DELIVERY IS A THING NOW E-commerce must be a piece of cake, right? Wrong. Make sure your store policies are crystal clear and that customers immediately know their delivery options. This is best done by adding a new banner to the top of your website. Consumers want to know if it’s free and when they’ll have it by. I recommend adding an order by date to receive by Christmas or add a click-andcollect in-store button.
don’t recommend using keywords like ‘Christmas’ or ‘presents’, you will be overwhelmed by bigger brands and the masses advertising on those words already. Instead use one liners like What She Really Wants, He’ll Approve Of This, or Cheap ‘n Cheerful.
MERCHANDISING Get your best sellers up front and centre. Make sure your easiest add-ons are on the counter, this means wrapping paper, cards, small gifts like candles and gift cards. Gift guides can also transform into visual wall art – tell your customers ten products that go together like a sustainable selection of products like metal straws, reusable bags, lunchboxes, organic cotton t-shirts and so on. Keep your store merchandised to recognise theft as well. It’s an endless task, but being vigilant while restocking is an easy dual task. It can be hard to see a hair out of place when chaos reigns.
DON’T NEGLECT SOCIAL MEDIA This is not the time to be cheap. Have giveaways, curate gift guides online and in-store, create content that gets the viewer’s attention. Make sure you continuously run your campaigns through December, but do not send out daily newsletters. I
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 Robert Fairer Showcasing John Galliano’s creations and vision throughout his years with Dior, the book boasts some of the most breath-taking collections ever made. Opening with an essay of the designer’s work, readers can then indulge on a capsule of showstopping designs which reveal behind the scenes moments, models and Galliano himself at their most creative. The captivating photography portrays the wild imagination that shone at each one of Galliano’s Dior shows. A must have novel for fashion and photography fanatics alike.
Worn on this day: The Clothes that Made History
By Kimberly Chrisman-Campbell Beginning on January 1 and finishing on December 31, Worn On This Day provides a day to day recount of some of history’s most memorable garments. Spreads across decades, the stunning visual guide spotlights distinctive pieces including Olympic uniforms, space suits, famous wedding dresses and even the shoes of a World Trade Centre survivor. The novel presents a mixture of newsworthy outfits from famous and glamorous, to anonymous and humble and each offering an intriguing narrative. Beautifully illustrated, the book boasts a collection of stories, styles and personalities.
100 Fashion Icons
By Magda Keaney From the collection of London’s National Portrait Gallery, this book presents a striking assortment of portraits that illustrate key styles from different eras. Beginning in the 1850s and unfolding to the modern day, each image depicts the captivating styles of fashion icons and designers from throughout history. With an introductory text reminiscing on the journey of the fashion industry, the book proceeds to showcase images of some of fashion’s most renowned names, including Kate Moss, Alexander McQueen and Vivienne Westwood.
Dress your best life
By Dawnn Karen Fashion psychologist, designer and former model Dawnn Karen reveals the fascinating theories as to why we choose the clothing we do and how to dress to uplift your mood. The novel focuses on overcoming wardrobe hangups and finding the inner confidence and fashion sense each person possesses. Drawing on cutting edge research and real-life case studies, Dress your best life ensures a positive change for anyone willing to give it a try.
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DEUCE X STORM H&M COMES TO NEWMARKET The international fashion retailer, H&M, known for fashion and quality at the best price in a sustainable way, has announced a fourth store for Auckland to open in Westfield Newmarket on 12 December 2019. The new store will be approximately 2,300 square metres and set across two levels, showcasing apparel and accessories for men, women, youth, kids and baby, as well as the popular home department. The recruitment process for approximately 50 employees, including the roles of store manager, department managers, visual merchandisers, and sales advisors, is now underway. H&M first entered the New Zealand market in 2016 and today there are seven stores nationwide: Sylvia Park, Commercial Bay, and Botany Town Centre in Auckland, The Crossing in Christchurch, Queensgate in Wellington, and
Tauranga Crossing and Chartwell Shopping Centre in Hamilton. The retailer announced its eighth New Zealand store opened on 7 November 2019. Through the development of stores in different regions, H&M offers a broad product range including the latest trend and inspiration for customers to create their personal style. “We are thrilled to be a part of the much-anticipated Westfield Newmarket,” said Daniel Lattemann, country sales manager for H&M New Zealand. “We are also delighted to be able to finally offer a second Auckland location for our customers to shop H&M HOME as we have seen such a demand since launching the concept in our Commercial Bay store last year.” With multiple H&M stores popping up, all the seasonal trendy pieces will surely be hard to miss.
FIRST CAMPAIGN For quality footwear, Pat Menzies located in Canterbury Arcade on Queen Street will not disappoint. Since 1975, Pat Menzies has been the one-stop-shop for Kiwis to get their Converse, Dr Martens and Vans. The brand also expanded by constructing a Converse store that has over 100 new styles as well as the original, well-loved designs. Walking into the store gives customers a sense of history as it was one of the only places you could get a pair of vans or chucks back in the ’80s. Leading brands like Dr Martens, RM Williams, Blundstone and Birkenstock that have been offered for over 20 years are aesthetically displayed on the walls. The high-quality shoes also come with high-quality customer service from employees that have stayed with the company for over 30 years. Pat Menzies makes Kiwis nostalgic over their first pair of sneakers and the familiar customer service. Launching their first brand campaign to show the story of the historical footwear brand proves to be inclusive of all customers, staff and the Menzies family. The campaign, which features long-time customers sharing the story of their first pair of shoes, will introduce new customers to the store. The campaign will be presented on street posters, print and online with images of musician Theia, local DJs, students and new people being introduced monthly. Pat Menzies is connecting the local community by sharing experiences around purchasing your favourite footwear. For more information visit www.patmenziesshoes.co.nz.
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Kiwi shoe brand Merchant 1948 and clothing brand Storm have united to create an exclusive 3-piece range of Deuce sneakers that will launch mid-November. As the two brands share similar values and design ethos, producing the unique collection was a natural progression. Blending Storm’s edgy signature aesthetic with Merchant 1948’s high-quality design and comfort, the range is a perfect fit for both of the brands’ customers. Director of the range Louise Anselmi said that the two brands felt like a perfect pairing. “We believe many New Zealand women feel strongly about supporting homegrown NZ brands and will shop in Storm for their apparel and Merchant 1948 for their footwear,” she said. Showcasing the perfect combination of a no-fuss attitude and sleek silhouette, the range includes two vulcanised leather sneakers and a chunky sneaker with metallic trim. The shoes boast striking details including studs, cosmic icons and double-height soles, separating them from other contending sneakers on the market. Storm’s iconic symbols including wings, studs, and animal prints are embedded on the shoes, further highlighting the sartorial edge of the Deuce sneaker. The range has been a true collaboration from start to finish, wholly designed in-house and produced by Merchant 1948’s craftsmen in their purposebuilt factory. “The opportunity to collaborate was an exciting and inspiring challenge, to design styles that express Storm’s inherent DNA and also allows the Deuce customer to feel part of the Storm brand,” said Anselmi. The sneaker range is available for purchase in selected Merchant 1948 stores, all Storm stores, and online across both retailers.
NEW ZEALAND DESIGNER SHOWCASE AT VANCOUVER FASHION WEEK
Taking applications now to be part of our emerging designer showcase ‘Apparel Presents’ at VFW FW20 in March 2020
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THE WORLD LEGACY CHARITY PROJECT New Zealand fashion and beauty brand WORLD is collaborating with IHC New Zealand to launch the World Legacy Charity Project. Co-founder and director of WORLD, Dame Denise L’EstrangeCorbet, has been working with the IHC Art Awards since 2009 and was recently named their ambassador. In celebration of WORLD’S 30th Anniversary, WORLD has launched a range of limited-edition, unbleached cotton reusable canvas bags. The four artists include 58-year-old Andrew Young who enjoys painting and drawing subjects from the natural world,
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Christina Van Der Hooft who uses geometric patterns in her paintings, Joanna Lynskey who worked at WORLD’S head office for seven years and whose artwork was purchased through the IHC Art Awards, and Jordan Chow who portrays his love for animals in his art. All profits made from the sale of these bags will go directly to the artists and the IHC Art Awards.
THE FUTURE OF THE SHOE INDUSTRY The International Union of Shoe Industry Technicians' (UITIC) next congress will take place in China in 2021 and will be hosted by the China Leather Industry Association. Since 1972, the congress has united footwear experts from around the world and is organised in two sessions. The first day is dedicated to visiting footwear companies, while the second day is dedicated to presentations and technical talks. The Scientific Committee is responsible for selecting presentations that will contribute to the sector.
UITIC's next congress is a unique opportunity to understand the future of the industry. UITIC's President Yves Moren said the last edition in Porto exceeded everyone's expectation with 540 delegates from 33 countries in attendance. "I hope professionals take this opportunity to come back to China and discover how this country is preparing the future of the sector." The 2021 event will be the second time the congress has been held in China, following the 18th edition, in 2018, in Dongguan and Guangzhou.
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