Brighter Days Ahead
The tide appears to be turning in retail, and retailers are feeling brighter about the future. Compared to the quiet chill of Winter, the energy in the air is undeniable, and it’s not just the weather warming up. Maybe it is all the events and Christmas parties, but consumers are emerging from their cautious caves. They are replacing some of their cost savings with a cautious sense of optimism, and the numbers are beginning to reflect it. While stores are still facing some challenges, retailers are reporting
a welcome upswing, with shoppers indulging not only in essentials but also in pieces that inspire joy, confidence, and self-expression. This shift feels like a collective exhale as if consumers are ready to embrace something new.
It’s a timely reminder of the fashion industry's resilience and adaptability. As we head into the busiest months of the year, there’s no doubt that everyone is looking for better times — both retailers and consumers. Let’s keep this energy alive as we look to close the year on a high note.
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THIS IS NOM*D DUNEDIN EXHIBITION
The Dunedin Public Art Gallery (DPAG) has announced THIS IS NOM*d, a major retrospective of the iconic Dunedin fashion label, opening on Saturday, the 29th of March 2025, through Sunday, the 6th of July 2025.
The exhibition, the first NOM*d public retrospective showcased at a central gallery, will feature 20 looks from the label’s rich 39-year history.
The looks were selected from the label’s extensive archives and styled contemporary by long-term collaborators Karen Inderbitzen-Waller and Delphine Avril Planqueel.
PUMA FREEN FLAGS PODCAST
PUMA has released a new podcast engaging Gen Z in sustainability conversations.
Sports company PUMA has launched Green Flags, a five-part podcast series on sustainability hosted by Manchester United captain and Lioness Maya Le Tissier, fashion and lifestyle Guru Oli Bromfield, and profootballer turned content creator Moses Duckrell.
From upcycling to generating electricity from potatoes, PUMA has assembled two footballers and a fashionista to see who earns the most green flags.
IN THE LOOP WITH SOURCE
Source, Europe’s leading responsible sourcing show for fashion, home, gifts, and garden, has launched a LinkedIn series.
In the Loop by Source Europe will feature retail experts sharing their hot takes on the fashion industry’s biggest challenges on LinkedIn.
“I think it’s education. We have to go back to basics. We have to have it right the way through schools. We have to have it in public information films,” said Fashion and Identity Commentator Caryn Franklin MBE.
CHRISTMAS AT COMMERCIAL BAY
Auckland is turning up the holiday magic this Christmas with new experiences to light up the city.
An extraordinary 18-metre Christmas tree aptly named Te Manaaki by Ngāti Whātua Ōrākei will be unveiled in Te Komititanga in November.
Precinct Properties, the owner and developer of Commercial Bay and Heart of the City, will jointly bring this attraction with support from the Auckland Council and the city centre targeted rate. READ THE FULL STORY ONLINE
NEUTROGENA PARTNERS WITH
WORLD-FAMOUS
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Kenvue Inc., the world’s largest pure-play consumer health company by revenue, announced its Neutrogena brand is taking dermatological beauty to the next level.
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GEN AITRANSFORMING FASHION RETAIL EXPERIENCES
Artificial Intelligence (AI) has swiftly become a transformative force within the textile and fashion industries, empowering brands and retailers to innovate, enhance operational efficiency, and meet evolving consumer demands amid an increasingly competitive market landscape.
Research conducted by Euromonitor indicates that professionals in the Apparel and Accessories sectors regard AI as one of the most influential technologies for businesses in both the short and medium terms.
Furthermore, augmented reality (AR) and virtual reality (VR) are anticipated to significantly reshape consumer engagement with fashion brands in the future.
Nonetheless, challenges such as limited resources, insufficient training, and the complexity of integrating AI and other advanced technologies into existing systems present notable
barriers to widespread adoption.
Drawing on Euromonitor’s proprietary surveys and an array of exemplary case studies, the report delves into the current applications and prospects of Generative AI (GenAI) in fashion retail.
Key areas of focus encompass enhancing shopping experiences, optimising product assortments, and involving customers in the product creation process. Additionally, sustainability emerges as a critical area where GenAI demonstrates substantial potential in improving material sourcing, production processes, and traceability.
UTIC ANNOUNCES THE 22ND CONGRESS FOOTWEAR INDUSTRY
The International Union of Shoe Industry Technicians (UITIC) is pleased to announce the venue and themes for its highly anticipated 22nd Congress. The event will take place in Shanghai, China, from August 31st to September 3rd, 2025.
CONGRESS HIGHLIGHTS
Factory Visit
The first two days (August 31st and September 1st) will be dedicated to visiting local shoe factories, research centres and educational institutions; a formal banquet will be offered, thanks to the hospitality of CLIA, on the evening of the first day. This special event will provide an opportunity for CLIA members to network with industry professionals from tanneries, footwear brands, leather goods companies and technology providers in the UITIC community.
Indoor Conference
The third and fourth days (September 2nd and September 3d) will feature insightful indoor conferences, covering a wide range of topics related to technologies for the footwear industry. Attendees can look forward to engaging discussions, presentations, and networking opportunities. The full program will
present a combination of keynote speeches, thematic sessions and panels.
Gala Dinner and Cruise
On the evening of the second day, a luxurious gala dinner will be held on a boat cruising on the Huangpu River, offering stunning views of Shanghai's skyline.
Industry Tours
The third day will include a visit to ACLE and Moda China, two renowned trade fairs showcasing the latest trends and innovations in the leather and footwear industries.
Theme
The themes and topics are related to footwear industry competitiveness and sustainability in the era of artificial intelligence.
For more information, please visit the UITIC website; the conference website with the registration platform will open soon.
HERITAGE EYEWEAR BRAND LAUNCHES MYSTERIES
MOSCOT, the five-generation heritage eyewear brand, unveiled its most curious collection to date - MOSCOT Mysteries.
Drawing upon the shadowed streets and vibrant spirit of New York’s LowerEast Side, MOSCOT Mysteries invites the discerning and the daring to explore a fusion of timeless design and modern mystique. Here, every piece is not just crafted but carefully encoded with the essence of New York, waiting for those with the insight to decode its allure. "Inspired by the enigmatic charm of the
Lower East Side, each frame is designed to evoke a sense of intrigue and history, blending our century-old craftsmanship with modern construction and elements of mystery and discovery. We create eyewear that invites wearers to explore not just a style, but our story," said Zack Moscot, 5th Generation & ChiefDesign OfficerWithin this collection lie six new frames, each a key to unravelling the century-old story that is MOSCOT.
LSKD TO OPEN FIRST STORE IN AUCKLAND
Australasian activewear brand LSKD, known for its high-quality, functional sportswear with a streetwear aesthetic, is thrilled to announce the launch of its first-ever physical store in Takapuna, Auckland.
This marks a significant milestone for LSKD as they expand into New Zealand, a country they have deep ties with as part of their mission to inspire people to be one percent better every day.
The store opening on Saturday, 30 November will coincide with the Takapuna Christmas Carnival, an exciting local event that will shut down Hurstmere Road for festivities. The new flagship store represents not only LSKD’s physical presence in New Zealand but also a growing commitment to building a strong local community.
"My father was born and raised in Wellington, and much of my extended family still lives here," said Jason Daniel, LSKD CEO and Founder. "New Zealand has always felt like a second home to me. We’re incredibly excited to bring LSKD to this vibrant, active community, and we look forward to seeing Kiwis experience our brand in a whole new way."
LSKD’s journey began when Daniel, an avid BMX freestyle and Motorcross rider, was nicknamed "Loose Kid" by his friends for his daring spirit—an energy that has driven the brand’s ethos of chasing adventure and pushing
boundaries. What started with T-shirts and stickers sold trackside has grown into a globally recognised activewear brand, with sales surpassing $100 million and a rapidly expanding retail footprint across Australia, the U.S., and now into New Zealand.
LSKD’s presence in New Zealand has already been significant, with $10 million in online sales to Kiwi customers. "We know there’s demand here, and opening a physical store gives people the chance to touch, feel, and try on the apparel, something online can’t fully replicate. Retail is rebounding in New Zealand, and we’re stoked to be part of that recovery," said Daniel.
The company plans to expand, with ten more stores planned for New Zealand next year, starting with Auckland, Christchurch, and Mount Maunganui.
LSKD is not just about selling products; they’re passionate about creating communities and supporting local economies. The Takapuna store will hire locally, and LSKD is eager to embed itself within New Zealand’s active lifestyle and athletic culture. The brand has partnered and is looking to partner with more athletes across various
disciplines and holds a deep respect for Kiwi sporting legends like the All Blacks, they even onboard their staff with the bestselling book ‘Legacy’ by James Kerr, which provides an inside look at the culture and leadership principles of the All Blacks – one of the most successful sports teams in the world.
LSKD is also proud of its sustainability efforts. Through initiatives like Project Earth and collaborations with organisations such as Upparel they aim to minimise waste and responsibly recycle or repurpose apparel. As part of the grand opening in Auckland, LSKD will host a tights and shorts swap, inviting customers to bring in their preloved tights or shorts to exchange for a brand-new LSKD pair.
"This initiative has been a hit in Australia, with customers lined up and
around the block, and we’re sure the Kiwi community will love it too," Daniel explained.
New Zealand is a country of passionate, driven individuals, and we're excited to bring LSKD's mission of inspiring people to be one percent better every day to life here,
To celebrate the store launch, LSKD is offering exclusive deals the day after Black Friday, including limitededition local products, such as special Auckland-themed tees and hoodies. The first 600 visitors will also be able to participate in the tights and shorts swap event, where they can exchange pre-loved activewear for new items.
"New Zealand is a country of passionate, driven individuals, and we’re excited to bring LSKD’s mission of inspiring people to be one percent better every day to life here," adds Daniel.
You can find the New Zealand flagship store at Shop 2A-2D, 21 Hurstmere Road, Takapuna Beach, Auckland. For more information, visit lskd.co.
CONSUMER TRENDS AT RIVA DEL GARDA 2025
Globally, the fashion industry has been navigating a complex market where purchasing strategies are shaped by caution. Buyers are primarily focused on maximising sales and thus minimising stock.
Consumers have been in a period of transition for several seasons now. Their tastes and habits are changing. Expo Riva Schuh & Gardabags have identified specific trends.
Sophisticated Harmony
This trend is rooted in refined elegance, a perfect balance of technique and creativity. The search for simplicity is vital, combined with creative tailoring that merges “made-to-measure” precision with an innovative approach. Forms extend beyond mere functionality to embody artistic quality. Quality materials and craftsmanship matter, and simplicity is highly valued. There is a shift away from excesses, opting for carefully crafted and exclusively designed products.
Glam Expression
A glamorous look that combines originality and style, allowing wearers to express their personality. In this explosion of style, theatrical flair meets glamour to create bold, energetic products full of character. It is a dynamic fusion of taste and extravagance, with accessories that communicate movement and vitality. Vibrant colours and daring tones add a carefree approach to creativity.
This is the perfect trend for those who love emotive, statement-making style— collections designed and inspired by decorative art exuding charismatic and sophisticated luxury. The aim is not to show off but to embody beauty, creating a sense of uniqueness and exclusivity. Patchwork also appears, enhanced with gold details for luxury and exclusivity.
Purely Crafted
The art of pure craftsmanship celebrates handmade quality and a return to nature through pure materials and authentic, traditional methods. It’s all about merging sustainability with craftsmanship. A vintage feel and natural materials go hand in hand.
Those drawn to this style feel a solid connection to hand-crafting traditions. They are in tune with nature, recognising the quality of the materials
by which they are inspired. They seek a balance between comfort and style, inspired by a time when items were made to last. They choose accessories that portray a retro feel while looking towards the future.
Active Fusion
The encounter between a sporty style and tailoring emphasises diverse styles and innovative materials. The catchword is technological movement, and the message is dynamism and innovation through technology.
The focus is on balancing the fluidity of comfortable shapes with bold, innovative details. It’s about dynamic design and the search for something new and cutting-edge, but at the same time, it's always practical. It appeals to dynamic, forward-thinking men and women. They live in a world where technology is integral to everyday life and look for products that reflect the harmony of functionality and style. They appreciate the blend of innovative materials and classic shapes, enjoying experimentation with textures, colours and unconventional details.
All of these trends will be further developed and explored in the Highlights Area at the fair in Riva del Garda from the 11th to the 14th of January 2025.
KATHMANDU SETS NEW BENCHMARK FOR AIRLINE LUGGAGE
Over 30 years of outdoor expertise combined with Kiwi ingenuity has produced the world’s lightest carry-on bag in its class.
New Zealanders can now get their hands on this awardwinning product designed by Kathmandu’s Christchurchbased design team.
The Feather Flight is Kathmandu’s lightest carry-on luggage, weighing just 1.6 kg and offering 40 litres of internal packing volume. It has already made waves globally and won a prestigious ISPO Award for its innovative design earlier this year.
“We saw airlines getting more stringent with the 7kg carry-on limit and, as a result, people having to repack bags at the airport. Travellers needed a better option, so we designed one, and we’re elated with the result,” said 29-year-old Adam Gorrie, one of the Kiwi designers behind Feather Flight.
“The ISPO Awards are a huge deal in our industry, recognising groundbreaking product design and pioneering material innovation across the globe. It’s a highly coveted award in the sports and outdoor industry. It is humbling for the team to win. We’re a small team tucked away in a tiny country at the bottom of the world, yet we’re producing international award-winning products.”
While Kathmandu has a long history of designing quality travel luggage, the Feather Flight takes the range to a new level.
“We’re known for being the place to go for adventure travel products and have a long history of getting Kiwis equipped for their OE. Now we’re using that knowledge and expertise to offer a solution for business and leisure travellers.”
Feather Flight’s patent-pending exLIGHT exoskeleton, which comprised the bag's rear shell, is formed into a triangular, grid-shaped lattice structure. While only 2.6 millimetres thick, the first-of-its-kind structure maximises the
strength-to-weight ratio.
The main fabric, made from 93 percent recycled ripstop nylon and 7 percent ultra-high molecular weight polyethylene—a fibre often used for personal armour—further enhanced the bag's strength and durability.
Kathmandu’s General Manager of Product, Karinda Robinson, said the Feather Flight was an example of world-class innovation in Ōtautahi, Christchurch.
“We’re pushing the boundaries of product design, proving New Zealand is the perfect place to dream up, design and test outdoor gear and apparel,” said Robinson.
In designing Feather Flight, the Kathmandu design team drew on their understanding of how customers use their gear outdoors. Every
bag component was meticulously considered for weight reduction without compromising functionality.
Gorrie added that they were stringent when weighing each component, like the handle and the wheels, ensuring they were the lightest they could source while still having enough strength.
Feather Flight also had to withstand Kathmandu’s extreme testing measures to ensure durability. This included the bag having to withstand 50 revolutions in a large rotating barrel, being suspended and dropped from its handle thousands of times, and rolling over an uneven surface for five hours.
Kathmandu’s Feather Flight carry-on trolley luggage reflected the brand’s commitment to creating thoughtfully designed, responsibly made gear. It is available now in-store and online.
PADDOCK TO PERSON FASHION
Born in London to Kiwi parents, designer Jane Avery grew up in various locations in New Zealand. Her father was in the army, so her family moved often, including a few years in Singapore.
“My oft-quoted statistic is nine primary schools and three high schools. I attended University in Christchurch, where I gained a Bachelor of Arts majoring in Political Science and a Post Graduate Diploma in Journalism,” said Avery.
“Then I got busy for 25 years as a TV news reporter, independent television producer and mother with the welcome respite of sewing as a hobby.”
Apart from essential wardrobe pieces, Avery made all of her clothes and has an archive collection of pieces from over two decades ago that she has continued to wear even to this day.
“Now that I make coats and jackets for other people for a living, sewing for myself is a luxury. These days, I'm also a gardener with a hectare of high country lifestyle block to tame.”
Having dreamt of being a fashion designer since childhood, Avery recalled making a pair of yellow drawstring pants at age 11.
“With perseverance, patience, and an enduring love for fashion, I have clocked up the hours to master my craft.”
In 2011, she moved from Auckland to Dunedin with her husband and son, changing her wardrobe from dresses, shirts, and breezy palazzo pants to warm coats and jackets.
Over the years, as she honed her tailoring skills and creative mind, she decided to use the rabbits running riot in the South Island high country.
“In New Zealand, rabbits are an overly abundant, environmentally devastating, introduced species. Their numbers must be curtailed, and I could see a resource begging for a solution.”
She discovered New Zealand’s last commercial furrier, Mooneys Furs of Dunedin (founded in 1912), and worked there as an apprentice for five years
before the company closed in 2020.
During her time there, she launched Lapin in 2017 with a capsule collection at iD Dunedin Fashion Week. Lapin is an industry term for rabbit fur and also French for rabbit. Although Kiwis seemed to have trouble pronouncing it correctly, Avery liked the French association because of her aspiration for haute couture.
“It’s true ‘paddock to person’ fashion. I have always admired and looked up to Maria Grazia Chiuri. She’s highly talented and a calm, capable champion for women worldwide. Her work at Dior always inspires.”
Every piece at Lapin has been made by Avery herself, and she has relished the entire design and making process.
“I do appreciate the help of a couple of experienced fine sewers from time to time. Hand sewing silk linings into fur coats can be a long way round for sure.”
These pieces have been sold independently online, with some one-of-a-kind creations and others reproduced. Much of her work is bespoke, and Avery has loved collaborating to create individual pieces for clients. She added that her price points and retail markups have attracted an exclusive and elusive clientele.
Travelling from New Zealand to Vancouver to show at VFWSS25 was a highlight for Avery, especially since the runway music and sequence showcased golden New Zealand snow tussocks waving in the mountain breeze.
“These native grasses are known as the “lucky tussocks” because they grow at an altitude above hungry rabbits and grazing sheep. Their golden fabric was once abundant across the high country. They inspired me to dream of what would have been like if rabbits and other pest species had not been
endemic to New Zealand.”
With a belief in conducting business with integrity, respect and a commitment to making the most excellent product, Avery said running away screaming and pearl-clutching about the supposed evil of wearing fur has not helped the environmental situation.
She has valued the human ability to discern nuance and context and recognised that by wearing New Zealand wild rabbit fur and New Zealand possum, Lapin has honoured animals whose resources would otherwise be wasted as part of a necessary pest management process.
In the future, Avery has hoped to establish a fur school near Earnscleugh, Central Otago, to teach furrier skills for working with rabbits and possums and what she has called reVintaging skills for repurposing, restyling, and repairing vintage furs.
LACOSTE
As the Spring 2025 runways unfurl, a soothing palette of earth tones emerges, reflecting a growing desire for grounded aesthetics in fashion. These natural hues bring warmth and versatility to collections, creating a harmonious blend of style and comfort.
Dice Kayek epitomises this trend with a rich terracotta dress that exudes effortless sophistication. The earthy warmth of the colour complements the clean lines of the silhouette, offering a modern take on classic elegance. This piece seamlessly integrates into day and evening wear, showcasing how earth tones can transition effortlessly through different settings.
Ujoh presented a unique combination of earthy browns and greens, embodying the organic inspiration behind the collection. The layered textures and earthy hues create a visually arresting ensemble that feels both contemporary and timeless. This look demonstrates
the versatility of earth tones, appealing to the modern consumer’s desire for authenticity and connection to nature.
Lacoste embraced the trend with a playful yet sophisticated, featuring a deep olive-green tracksuit. The design brings earthiness into sportswear, illustrating how these hues can elevate casual attire. Incorporating earth tones into athletic wear promotes comfort and aligns with the increasing demand for stylish, functional pieces.
Paloma Wool introduced a striking combination of sandy beige and muted browns, highlighting the brand’s commitment to sustainability. The relaxed silhouette, paired with earthy hues, evokes a sense of tranquillity and connection to the natural world. This look captures the essence of the earthtone trend, inviting wearers to embrace simplicity and elegance.
Peter Do showcased a minimalist approach to earth tones, featuring a deep, rich brown accentuating the
garment's sharp tailoring. This choice of colour reinforces the collection's modernity while paying homage to the timelessness of nature’s palette. The balance of structured design and earthy tones exemplifies the potential for sophistication within this trend.
Finally, Giorgio Armani's collection seamlessly integrated soft, earthy hues into luxurious fabrics. The result is an elevated yet relaxed aesthetic, perfect for the modern individual seeking style without sacrificing comfort. Armani’s interpretation of earth tones enhances the collection's elegance, making them a must-have for the season.
As Spring 2025 unfolds, earth tones are not merely a trend but a reflection of a broader cultural shift towards sustainability and a return to nature. Each designer has harnessed these hues to create collections that resonate with authenticity and comfort, solidifying earth tones as essential for the upcoming season.
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true retail intelligence: why you need to be customer-centric
PUTTING YOUR BEST CUSTOMERS AT THE CENTER
For the last blog of this three-part series, we will go over the third and final lens that makes up true retail intelligence – the customer-centric lens.
If you haven’t already, feel free to go back and read Part 1: Why You Need to Be Market-Informed and Part 2: Why You Need to Be Profit-Aware.
As previously discussed, each lens serves a unique and critical purpose in retail; however, only when retailers utilize all three lenses in tandem do they achieve a complete, clear view of performance.
To succeed, a retailer’s view must be market-informed, profit-aware, and customer-centric.
Customer-Centric Definition
Being customer-centric means knowing who makes you money by understanding product preferences, buying patterns, promotional and discount activity, and returns behavior by customer segment.
What works for one customer may look different for another. Accessing
customer data to drive personalization throughout the customer journey is crucial.
HOW DOES A CUSTOMER-CENTRIC LENS WORK ACROSS DIFFERENT USE CASES?
Assortment
Customer data can help you make more informed decisions when planning and adjusting your assortment. Taking a customer-centric approach to building an assortment means including data about their preferences, behavior, and demand. This approach enables you to make smarter decisions about which categories and styles to expand, adjust, or phase out.
With connected customer data, you can answer questions that help you create compelling assortments, like:
• Which categories do your most profitable cohorts buy most frequently?
• Which customer cohorts purchase new season products only or most frequently?
• What products are drawing in new customers, and how do you build on that for next season?
Pricing
Incorporating a customer-centric lens into your pricing strategy allows you to set prices that align with each segment’s buying patterns and expectations. This approach enables you to target the right customers with the right prices, thus fostering loyalty while optimizing revenue. Connected customer data also reveals which segments respond best to discounts or promotions, giving you insight into when to use these tactics to drive sales while protecting profit margins.
To create the most customer-centric pricing strategy, use this lens to answer the following:
• Which categories or products do your most profitable customers purchase?
• Which customer cohorts only purchase discounted products? What items do they buy?
Site Merchandising
With a customer-centric view, you can ensure that you display products and run promotional campaigns that resonate with your target customer segment. Site merchandising is only successful if your messaging and product exposure align with customer demand. By understanding your
customers’ needs and preferences, you can create a more personalized and engaging shopping experience that is, in turn, more profitable for your business.
For an effective site merchandising strategy, integrate customer data to answer:
• Which products are most popular amongst your most profitable customer cohort?
• Which past campaigns or promotions generated the most attention from new or profitable customer segments?
WITHOUT THE CUSTOMER, THERE IS NO SALE
Imagine a retailer is working on a new promotional strategy based on market trends and last season’s best-selling items.
They analyze competitor prices and benchmark against their profit targets, giving them a solid market-informed and profit-aware view. However, without customer data to provide a customer-centric view, they lack insight into whether their target audience values these specific product attributes at the proposed prices.
This could lead to missed opportunities or, worse, excessive stock that lingers on shelves if the prices don’t resonate with customers’ willingness to spend.
Luckily, EDITED’s Retail Intelligence Solution ensures that retailers are equipped with all three critical lenses – market-informed, profit-aware, and customer-centric – allowing them to make confident, data-driven decisions that align with customer expectations, competitive offerings, and internal business goals.
CONCLUSION
By looking at market, business, or customer data alone, retailers see only a fraction of the larger picture. For total clarity, these data sets must be combined.
EDITED is purpose-built for retail and is the only platform that brings together all of this data to give retailers a view that is market-informed, profitaware, and customer-centric. Don’t settle for a partial understanding of your performance; make more informed decisions with clear, comprehensive insights from EDITED’s True Retail Intelligence Solution.
NEW TECHNOLOGY TO FOIL FASHION FAKES
I come from a background of wine. I’m the driving force behind Koonara Wines, a family-owned winery located in Coonawarra, South Australia, whose story began in the late 1980s when I planted vineyards with my father Trevor. I officially established Koonara Wines in 1992 and the business remains successful, sustainable and environmentally friendly.
Why I’m showing up in a fashion magazine is because I’ve experienced firsthand the impact of counterfeit goods. I was notified by overseas customers that they’d bought bottles of ‘our’ wine that didn’t taste quite right. After some extensive investigation we confirmed that this wine hadn’t come from us at all. It drove me to develop a solution to ensure it wouldn’t happen again. I trialled over 100 different designs until I created the smallest anti-counterfeit smart code, called Securicode, bringing benefits to producers and consumers alike.
While the obvious downside of
In the fashion world, billions of dollars are lost due to fakes infiltrating the market, indicating that there's plenty of activity being swept under the carpet.
fakes is lost revenue, there can be another devastating impact - the loss of trust. A survey found that 83% of consumers would be put off buying from a brand that has been known to be counterfeited – even if the goods they were intending to buy were genuine.* This has stopped some brands, even major international names, from admitting that there are fakes on the market in fear of a significant dent to consumer confidence and irreversible damage to the brand.
What a gamble. Businesses thrive or fail fast based on reputation and brand distrust can quickly gain momentum.
The Roy Morgan Risk Monitor quarterly update for June showed the two major Australian supermarket brands have dropped more than 200 places in a single year**.
In the fashion world, billions of dollars are lost due to fakes infiltrating the market, indicating that there’s plenty of activity being swept under the carpet. But not by everybody. I’m in constant talks with companies who are looking for solutions to ensure that what they sell is the real deal knowing that even the best of inspectors can sometimes get it wrong.
Take Mia Crescitelli from French Laundry, for example, her Adelaidebased business supports sustainable fashion and people rely on her honesty when it comes to on-selling authentic items.
Mia says, ‘Unfortunately, and this makes me furious, there are lots of people out there pushing products that are pretending to be something they’re not. My integrity is my business, and my customers trust me to do the right thing. Even though I’m pretty good at picking counterfeits, I check all products via a third party and
Securicode will be a very valuable tool for consumers.’
There’s a broader issue of misconduct in the fashion industry too. The criminal gangs behind this illegal trade have also been associated with a wide variety of other crimes such as human trafficking, money laundering and terrorism. It needs to stop.
Securicode can enhance the traceability and authenticity of clothing and accessories.
HOW IT WORKS:
• On our wine bottles is an unfakeable smart code that consumers scan with the free SecuriCode app to verify the origin and authenticity of their purchase.
• When scanned, the app will show a map showing all previous scans, ensuring transparency in the supply chain, and making sure counterfeiters don’t copy real codes into fake items. If your new shoes have been scanned 100 times all over the world, odds are they are fake.
Like wine buffs, fashion lovers are discerning. The need to identify counterfeit fashion products is urgent. And don’t forget Marketer Seth Godin’s sage advice, “Build trust. The entity that gets the most trust will get the most customers.”
Securicode, a registered trademark in Australia, is available now and free to download via https://securicode.app.
Reference:
* https://corsearch.com/contentlibrary/blog/the-true-cost-ofcounterfeit-goods/
** https://www.roymorgan.com/ findings/9666-risk-monitor-quartelyupdate-june-2024.
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Level 14, 120 Albert Street, P O Box 3292
Level 14,120 Albert Street, P.O. Box 3292, Auckland, New Zealand
pacificinvoicefinance.co.nz
0800INVOICE
Finance House,181 Montreal Street, P.O. Box 22 321, Christchurch, New Zealand
Auckland, Phone: (09) 377 8490
E: info@pifnz.co.nz www.pifnz.co.nz
Patterns made with passion and expertise
phone 027 4061 336 | email sue@patternpotentials.co.nz
55 Longhurst Terrace, Cashmere, Christchurch, New Zealand
Contact: Bruce Moore
T: +64 274 341 433
E: bruce@bma.co.nz www.propress.co.nz
Samples cut and made with quality and flare
phone 021 425 149 | email helenh@hsr.co.nz
i m p l y t u r n i n g y o u r
w i t h t h e p e r f e c t d u o .
276 Manukau Road, Epsom, Auckland, New Zealand
Contact: Rachel Beechey
T: +64 9 520 5290 E: rachel@roses.co.nz www.roses.co.nz
christchurch@sewingtime.co.nz
31a Elliot Street, Papakura, Auckland, New Zealand
Contact: Shannon Gribble T: +64 9 299 6801
E: shannong@stirlingcutting.co.nz www.stirlingcutting.co.nz
61a Randolph Street, Eden Terrace, Auckland, New Zealand
Contact: Mandy Tomlinson PH: 64 27 227 0157 E: mandy@taylorboutique.co.nz
VITAG RETAIL TECHNOLOGIES
Unit i, 29 Sir William Avenue, East Tamaki Auckland, New Zealand
Contact: Doug Todd T: 0800 736 352
E: sales@vitag.co.nz www.vitag.co.nz
