$ 10.95
FEBRUARY 2020 I VOL 53 I NO 2
editor ’ s note
IMPULSE SHIPPING The world of e-commerce can be unkind, a place where customer loyalty is fickle and the next big sale by a competitor could lure away your customer. Free shipping programmes are increasingly-popular as sale promotions for e-commerce sites, where the customer does not have to pay an additional delivery charge for an order. Free shipping is appealing to customers who appreciate a simple pricing structure, and it contributes to your competitive advantage. These days free shipping is no longer considered as an extra benefit it almost comes standard. There are psychological reasons behind a customer’s interest in a free delivery offer. When surveyed, customers feel that they get a better deal with free shipping than they do with a discount offer. Additionally, in many customer insight surveys over the last couple of years on conversionboosting trends, nearly one-fourth of online shoppers were willing to spend more than they originally intended in order to get free delivery. There are obvious reasons for this interest, most commonly because customers love free stuff and they do feel that they have achieved that when shipping is free. When customers receive free shipping, they are more likely to purchase a second item. Customers who, then they see ‘only one left’ might if they also see ‘free shipping’ make the purchase. In doing the math it is easy to see that a second purchase by several customers will cover the bill for the shipping for all. There was an exciting flash sale the other day from a brand who rarely has a sale. I was excited to score a designer pair of trousers I had been in love with for a while, and you know, while I was there I added a few other things to my cart. Why? Because the free shipping banner was flashing and I thought, well, it is only what I would have spent on shipping. Despite it being a $80 top and I would’ve only spent maybe $17 on shipping. Comme ci, comme ça right? The store covered their courier costs and also profited from it. That is if they were absorbing the cost, and had not already built the price into the product pricing. Shipping is not an easy matter for any manufacturer, supplier or designer. For those who want free shipping, equally, some would prefer transparent shipping costs with options to click-andcollect. Some customers demand overnight delivery, while others will happily wait two weeks or more for their parcel. It is a fact though that shipping costs can make or break a sale and account as the reason for a large proportion of abandoned carts online. There is a lot more to shipping than slapping a generic shipping price at the checkout. Here are some options but as always, tailor your shipping options to what suits your brand and your customer profile best.
FREE SHIPPING Let’s dive right into it. Customers love free shipping. As a business owner, there are two main ways to achieve free shipping, either build the delivery cost into the listed product price or absorb it against volume sales. The upside of free shipping is customers are likely to spend more because the second item purchased replaced the cost of shipping. (See my purchase above.) Between paying $17 on shipping or adding an $80 on-sale shirt, they will probably go with the shirt. Not sure why, it just feels like a bargain. Free shipping also removes any barrier for the customer to buy and actively encourages purchase. There’s no hesitation at the checkout by customers and far less abandoned carts. CALCULATED SHIPPING The most basic way to begin calculating shipping is to take measurements of the products before listing them for sale. Measure the weight and dimensions of the package. The shipping charge is automatically calculated based on the package measurements and the customer’s location. FLAT-RATE SHIPPING Flat-rate shipping means what it says – a flat rate. The total price of shipping is not tied to the shape, weight, or size of the shipped items. Small business customers utilise flat-rate shipping because it’s convenient and reliable. However, a bigger company with more volume has more logistics to think about. First, you need to calculate the average of all the company’s shipping costs. Be sure to pay attention to the changing average over the year and any seasonal changes. If average costs fall, allow the price you charge for flat rate shipping to fall as well. Similarly, if overall costs rise, adjust shipping charges to rise to reduce or eliminate any losses. Flat rate shipping charges need to be carefully monitored and adjusted – this can be an area of loss if care is not taken to audit regularly. At the end of the day, each business determines shipping costs differently depending on your company, your customers, and logistics. Think strategically about packaging, post and handling costs in relation to your customer base and company revenue. Give your customers the best option, while still recovering the costs of packaging, handling and despatch.
fashionable reads
The Fashion Book
The Fashion Book showcases the A-Z of the greatest names in fashion. This updated edition, edited and curated by Phaidon gives us an insight into the fashion and apparel world – the people who created and inspired it. The fashion industry is celebrated through and through in this book, from designers to photographers, stylists, retailers, creative directors and editors. This new edition sees new names that have changed the game including Virgil Abloh, Gosha and Alessandro Michele. While fashion leaders such as Coco Chanel and Issey Miyake are also included. This book remains a comprehensive and definitive view of the fashion industry today.
Grace: The American Vogue Years by Grace Coddington
International fashion icon and creative director at large of American Vogue, Grace Coddington, showcases seventeen photographers whom she has collaborated with throughout the years in this book. This book is the second and final volume of the collection of Grace Coddington’s best work. Filled with 295 gorgeous illustrations encased in a hardback, this book has been praised for being iconic while celebrating Coddington’s most memorable and mesmerising works.
Supreme
by James Jebbia Supreme has transformed itself over the past 25 years from a downtown New York skate shop to a highly sought-after global streetwear brand. This book oversees around two decades of talented creations. This hardback beauty includes 800 stunning images from photographers such as Larry Clark, Ari Marcopoulos and David Sims. Supreme is known for its commitment to design, this book is no exception. It is beautifully produced in terms of quality and design whilst giving readers exclusive insight into Supreme’s core ethos.
Fashionopolis: The Price of Fast Fashion and the Future of Clothes by Dana Thomas
CHAIRMAN Peter Mitchell ISSN 1171-2287 Suite 9, Level 3, 20 Augustus Tce, Parnell, Auckland, New Zealand PUBLISHER Tania Walters - tania@reviewmags.com PO Box 37 140, Parnell, Auckland, New Zealand ADMIN/SUZBSCRIPTIONS Kieran Mitchell - kieran@reviewmags. +64 9 304 0142 com
EDITORIAL DIRECTOR Sarah Mitchell - sarah@reviewmags.com EDITOR Caitlan Mitchell - caitlan@reviewmags.com EDITOR ASSOCIATE Janet Guan - janet@reviewmags.com CONTENT MANAGERS Caroline Boe - caroline@reviewmags.com GRAPHIC DESIGN TEAM Raymund Sarmiento
2 I February 2020
Debby Wei
Apparel is published monthly under licence by Review Publishing Co Ltd. Please direct all enquiries and correspondence to NZ Apparel. The opinions and material published in this edition of Apparel are not necessarily those of the publishers unless specifically stated. All material appearing in Apparel is copyright and may only be reproduced with the consent of the publisher. Copyright 2020 NZ Apparel Magazine.
Dana Thomas, a New York Times bestseller, has a new release; Fashionopolis. This book picks apart the depths of the fashion industry. In the era of fast fashion where the industry produces 80 billion new garments every year, it’s time to think deeply about our actions. This book sheds light on the issue of capitalist excess and looks at the damages done by a globalised profit-hungry supply chain. Our clothes shouldn’t be consumed in a cyclical manner. Thomas highlights ethical and sustainable companies who are leading this movement.
apparelmagazine.co.nz
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fast five
KIWI PARA SWIMMING STARS IN CAMPAIGNCAMPAIGN
VITAL INDUSTRY EVENTN Great success for the over 1,300 exhibitors represented at the 93rd edition of the Expo Riva Schuh and 4th edition of Gardabags, events dedicated to volume footwear and leather goods, boasting an increasingly international identity. “During the four days of the trade fair, we have welcomed a targeted audience of professionals,” stated the chairman of Riva del Garda Fierecongressi, Roberto Pellegrini. “We have developed a policy of allegiance and relationships with the various players in the market.” The increasingly wide network of relationships with the major leaders of the footwear and accessory sectors is proven by the participation in the event. The 1,310 exhibitors, brands and companies represented at the Expo Riva Schuh (of whom 266 were Italian), and the 78 companies present at Gardabags (36 Italian) – all presented their samples in an overall exhibition area exceeding 33,000m2. A perfect balance between supply and demand is what helps to reinforce the event’s reputation. The training offered by Expo Riva Schuh and Gardabags was greatly appreciated by companies and buyers alike. With its calendar of appointments dedicated to sustainability in fashion, the circular economy, design and new purchasing trends, the exhibition once again highlighted its fundamental role as a workshop for ideas, creativity, knowledge and competence for the footwear and leather goods market. The next dates for the 94th edition of Expo Riva Schuh and the 5th edition of Gardabags are from June 13th to 16th 2020.
4 I February 2020
A new ambassador for Jockey has been announced and its no surprise for the iconic brand which is known for its continued support for modern women's bodies. Sophie Pascoe is New Zealand's most successful para swimmer with nine gold and six silver medals under her belt. "I’m so proud of my body for how far we’ve come together. As someone living with a disability, my body is a glorious example of diversity," explained Sophie Pascoe. "When I look in the mirror, I see female power and a body that has worked so hard for every triumph. I couldn’t be more proud to partner with Jockey and to be the face of Bravo II." The new campaign Bravo II bra range campaign features Pascoe to showcase and celebrate women of all shapes, sizes, life stages and mindsets. Jockey senior brand manager Nadia White said the brand is globally recognised as a champion for celebrating modern women and their bodies. "Sophie is an aspirational New Zealander who really speaks to our brand positioning, as well as being an advocate for diversity and body confidence, embodying everything we want in an ambassador," White continued. "The Bravo II range is an all-out celebration of modern women and their real bodies by a brand who has always supported them, and the campaign highlights Sophie’s relationship with her own body and what it can do." Jockey's Bravo range is a recent development into the bra market for the brand. The new Bravo II range includes a contour bra that supports natural shape, as well as an underwire bra – both of which have been designed to make women feel confident and provide support.
LOCAL FASHION DUO CLOSES With a single Instagram post, iconic kiwi fashion duo Madeleine Harman and Jessica Grubisa have announced that their luxury label, Harman Grubisa, is closing its doors. After much consideration, we here at HG have decided to close the doors on our brand. Time for a new chapter. The talented Kiwi designers were a great representation of local talent, and since their announcement, have received numerous posts on social media from customers sharing their favourite HG pieces. We are saddened to hear this news but respect the two ladies' decision. It takes a lot to put a close to a wonderful chapter, we wish them all the best for their future endeavours.
apparelmagazine.co.nz
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CRISPS A LA MODE salty snack. “There is something deliciously decadent about delving into a bag of golden Proper Crisps” Inside the striking, limited-edition packaging you’ll find locally grown potatoes sliced to perfection and hand cooked in high oleic sunflower oil, lightly seasoned with high-quality pink himalayan Kiwi designer Dame Trelise Cooper salt. Once devoured the bags can has teamed up with Proper Crisps to be placed directly into your garden create limited edition packaging for compost bin where it will naturally their new Himalayan Salt Crisps. The snazzy new packaging reflects decompose in 6-12 months. As always, Proper Crisps are gluten-free, Dame Cooper’s signature feminine style and brings some much-needed vegan-friendly and contain no MSG or palm oil. glamour to the FMCG industry. The release of the limitedThe bags have been designed in blush pink and Tiffany blue, and are edition packaging coincides with Cooper’s soon to be launched adorned with bold red hearts and AW20 collection. “This was such gold foil detailing. These crisps are a wonderful opportunity to create perfect to share with those you love while also loving the environment by something beautiful with crisp being a part of Proper’s new range of innovators Ned and Mina which could be shared with those you home compostable packaging. love.” “Trelise’s collection is proof that The limited-edition Trelise Cooper doing the right thing by the planet can be beautiful,” commented Proper collection is currently available at all major supermarkets and snack Crisps co-owner, Mina Smith. retailers. Cooper herself is a big fan of the
6 I February 2020
ACTIVEWEAR BRAND EXPANDS Well-known activewear brand is set to launch in Auckland's Commercial Bay at the end of March this year. Along with this, Lorna Jane has announced that their March collection will have weekly drops in-store and online from the 1st of March. Filled with bold colours of reds and blues this collection also showcases neutral tones of beige and light grey. There is a piece for every individual, whether you're after something bright to lift up your spirits or beige for something more subtle. The red snakeskin pattern is seen throughout this collection and makes up the hero of the range.
NEW ZEALAND DESIGNER SHOWCASE AT VANCOUVER FASHION WEEK
Taking emerging designer designer showcase showcase Takingapplications applications now now to to be be part part of of our our emerging ‘ApparelPresents" Presents’atatVFW VFWSS21 FW20 in March 2020 "Apparel in September 2020
PACKAGE INCLUDES ALL YOUR RUNWAY NEEDS. EMAIL JANET@REVIEWMAGS.COM OR EMAIL CAITLAN@REVIEWMAGS.COM OR CALL 09 304 0142 EXT 712 TO REGISTER YOUR INTEREST. CALL 09 304 0142 EXT 706 TO REGISTER YOUR INTEREST.
apparelmagazine.co.nz
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