This paper is a review of literature that maps the growth of New Zealand fashion, and looks to two comparative international studies of fashion success, to then propose new possible strategies.
Lisa Lloyd-Taylor + Mandy Smith
Auckland University of Technology [AUT]
1. Defining a New Zealand aesthetic how to foster original, unique and innovative fashion products from New Zealand Mandy Smith & Lisa Lloyd-Taylor FINZ Education Conference | 2009
Need to add notes to talk our way through this with main points about each report!
Add Tourism NZ website link 2.30 minutes long – depicts the brand and country Ads above are of the 100% pure New Zealand As NZ is represented over seas London, New York and San Francisco Rugby ball used as the 1011 rugby world cup campaign The interactivemobile recording truck to record visitors comments about NZ whilst here then they are posted on U-Tube
Probably every country has some form of stereotypical imagery- the task then is, is this right? How do we Manipulate it? Take Icebreaker as an example
Icebreaker has successfully done this using NZ imagery as well as a well planned business model for growth. They are now able to expand using leverage off the known brand imagery to move into new markets that would not be usually associated with NZ
