Apparel Magazine // February 2015

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FEBRUARY 2015 I VOL 48 I NO 2

New Year’s Resolutions pg 10

04 16 18 22

NEWS TAILOR MAID RADAR 2014 GRADUATE SHOWS

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I1

behind the business

Since 1957

Please contact Julia Deihl for all wholesale enquiries.

2 I February 2015

Unit 1/13 The Steelworks, Coles Avenue, Mt Eden. NZ 1024 Julia Deihl- jdeihl@ribkoff.com 09 623 0888 Mobile- 021 2482 188 JosephRibkoff.com

FASHIONABLE

EDITOR’S letter WITH over 150,000 denim products in the apparel market, it is no secret that denim plays a huge role in a retailer’s business and has a place in almost every consumer’s wardrobe. The denim category is growing at a fast pace alongside the recent boom in activewear. Are jeans still the go-to for casual attire or have consumers replaced their trusty pair with that of activewear? The numbers below show some statistics from the latest Denim report by Editd. The full report can be found on our website.

New Year’s Resolutions can be easy to make but hard to keep for business, only around 25 per cent of business owners implement and maintain their resolutions. This is mainly due to many people making resolutions without properly preparing for change.

Contemplating the change before making a resolution is often a good idea for businesses, making a pro/con list and detailing the reasons why this change would be important and what will happen after the change has been made.

Preparing for change and putting mechanisms in place to help your business achieve the goals is a tip for resolution success. Businesses should consider the current environment and how this will impact success of change.

Implementing the resolution once you have committed to a change, preparing staff and yourself

in specific contexts, for example if you want to be more profitable with your work, don’t let clients pressure you to discount, value your own work and stick to your guns to make intentions successful.

Maintaining the resolution by setting up regular checkpoints and balances throughout the year ensures resolutions stay on track and don’t get forgotten. Rewarding yourself and your staff when goals are met motivates a team and helps achieve the bigger goals.

In this issue, Apparel asked industry professionals what their New Year’s resolutions are for a better and more successful 2015.

Enjoy the issue.

Sarah

sarah@reviewmags.com

ON THE COVER: HEIDI KLUM INTIMATES, MON COEUR UNDERWIRE BRA AND BIKINI BRIEF MODEL: HEIDI KLUM PHOTO: RANKIN

READS

1970s Fashion: The Definitive Sourcebook

by Emmanuelle Dirix and Charlotte Fiell 70s style is a major fashion trend for 2015 and what better way to wield this trend than being inspired by original period photographs and illustrations?

1970s Fashion is redefining the appraisal of 1970s fashion at a time that is key for understanding its aesthetics.

the NUMBERS . . . Women’s Denim

78%

Top 3

Denim Trend Misses

of the women’s denim market is represented by jean products.

1. Printed Denim 2. Flared Jeans 3. Cropped Jeans

1000

Number of products in the $20-$30 price point

76% of the

women’s jean market is skinny jeans, making it the most popular style.

10%

Denim Dudes: Street Style, Vintage, Workwear, Obsession CIRCULATION/ADMIN

Kieran Mitchell - kieran@reviewmags.com

Sarah Mitchell - sarah@reviewmags.com

ISSN 1171-2287

Tania Walters - tania@reviewmags.com

Level 3, Suite 9, 20 Augustus Tce, Parnell, Auckland, PO Box 37 140, Parnell, Auckland Tel (09) 304 0142 Fax (09) 377 2794

Jessica-Belle Greer - jessica@reviewmags.com

NZ Apparel is published monthly under licence. Please direct all enquiries and correspondence to NZ Apparel. The opinions and material published in this edition 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 publisher. Copyright 2015 NZ Apparel Magazine.

Peter Mitchell - peter@reviewmags.com

Sarah Mitchell - sarah@reviewmags.com Raymund Sarmiento - raymund@reviewmags.com Caitlan Mitchell - caitlan@reviewmags.com

by Guy Bourdin This new edition from Guy Bourdin combines two volumes of the artist’s provocative and sublime fashion photography. Volume One features legendary but almost forgotten images of model Nicolle Meyer.

Volume Two is a collage of pictorial landscapes that charts Bourdin’s artistic vision. Polaroids, poems, sketches and contact sheets contextualise each finished work for a comprehensive yet dreamy read. (publish date:14th March)

are boyfriend jeans, who place second.

SOURCE: Denim Retail In 2015, EDITD

PUBLISHER EDITOR SALES & MARKETING SALES & EDITORIAL COORDINATOR ADVERTISING SALES SENIOR DESIGNER PHOTOGRAPHER

Guy Bourdin: A Message for You

by Amy Leverton A street style book with a difference, Denim Dudes showcases over 80 enthusiasts obsessed with denim.

A wide range of metalheads, punks and hipsters are poised beside insights of key denim business makers such as Henry Holland of House of Holland and Adriano Goldschmied of Diesel. The photographs have been shot exclusively for the book in key international centers of denim, including Berlin, Tokyo, and New York. (publish date: 9th Feb)

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news

KENDALL AND KYLIE TOPSHOP EXCLUSIVE

SISTERS, Kendall and Kylie Jenner (part of the Kardashian family) will design a young, contemporary collection for British retailer Topshop. Launching in time for Summer 2015, the capsule collection will be characterised by the girls’ L.A lifestyle and their modern, eclectic design aesthetic. The first Topshop flagship store is to open on Auckland’s Queen Street in March.

KAREN WALKER EYEWEAR

KAREN Walker Eyewear has released its first Summer 2015 collection for the year. This season, Walker used a celebrity as the face of the brand for the first time. Toast, a King Charles Cavalier Spaniel whose 149,000 Instagram followers hang off her every musing and jaw-dropping outfit and daily adventures. “We were after a model for this campaign who could fit with our caramel-ly colour palette and also someone whose hair would work with our three wind machines hitting her from every angle to create a slightly 70’s vibe,” said Walker.

“Toast ticked every one of those boxes.” Walker has introduced five new styles in the latest collection all fearless shapes with elevated detailing and strong yet dusty colours. All product is double-polished and cured for longer than standard to ensure durability and strength. The best quality CR39 and glass lenses feature across the range as they provide the highest form of UV protection available as well as an extensive range of colours.

Celebrating its tenth year in 2014, Karen Walker Eyewear continues to command an enviable celebrity following including Beyoncé, Scarlett Johansson, Lena Dunham, Gwen Stefani and Alexa Chung to name a few.

LEVI’S 501 CT’S LAUNCH

THE world’s first-ever blue jean featuring a timeless straight leg, relaxed fit and signature button fly, Levi’s 501 Jean has earned its status as the most coveted jean in the world.

Denim lovers and Levi’s fans have been obsessed with customising their Levi’s 501’s over the last 150 years and for Autumn/Winter 2015, Levi’s have introduced the new 501CT (Customised and Tapered). The new 501CT’s are available in a range of authentic denim washes, inspired

by San Francisco and California, the home of Levi’s. A celebration of Levi’s past, present and future is represented in the names of the range including Precita, inspired by a vintage garment, incorporating a blend of stone and enzyme washing with added tinting and grinding.

NET-A-PORTER AND LEVI’S

A LIMITED edition three-piece capsule of Levi’s 501CT jeans has been made available on luxury online retailer, net-a-porter.com. Designed by NET-A-PORTER’s denim buyer, Octavia Bradford, and Levi’s, each pair will take around 72 hours to create and will be handmade at Levi’s Innovation Lab, Eureka in San Francisco. The jeans are crafted from Cone Mills’White Oak selvedge denim made in North Carolina. The collection is available exclusively at NET-A-PORTER.COM and retails for around $500NZD.

4 I February 2015

STELLA SPORT PERFORMANCE POP

DESIGNED for the action girl, the new adidas StellaSport range comprises of apparel, footwear and accessories aimed at a younger audience. Bold branding and explosive colours with fresh prints, the range redefines sportswear with a brand new approach for the age group. Creative director for adidas StellaSport Stella McCartney, wanted to make a statement with the collection and bring life to the collection and fuse performance with style to create – performance pop. The range complements the existing adidas by Stella McCartney range now celebrating its tenth anniversary, comprising of the following categories; running, yoga, studio, swim, weekender and winter sports.

ICEBREAKER APPOINTS NEW MANAGER

KATE Winstone will join the team at Icebreaker as regional marketing manager for New Zealand and Australia. Winstone’s role is responsible for optimising and executing the global brand and seasonal marketing programmes across all Southern Hemisphere sales channels and consumer touch points. “We are thrilled to bring Kate to the Icebreaker team as we expand the business to represent multi-channel offerings for consumers,” said Greg Smith, Icebreaker general manager for New Zealand and Australia. Winstone will be based at the Auckland offices.

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news

ADAM SELMAN X LE SPECS

TEAMING up with cult designer Adam Selman, Le Specs now packs a more playful punch, creating a collection of statement frames, high on sex appeal.

Hamish Tame, Le Specs designer, wanted to work with someone who could create something truly unique and push the envelope in terms of attitude and energy. “Adam’s work is instantly recognisable, and he knows what the ‘it’ girls want,” said Tame. “His approach is cheeky and fun, which works so well with the Le Specs brand.” The innovative collection features flat profile, cats-eye shapes

HEIDI KLUM RETURNS TO LINGERIE

A PARTNERSHIP between supermodel Heidi Klum and intimate apparel brand Bendon, has seen the launch of Heidi Klum Intimates. The campaign shot in LA by famed photographer and longtime collaborator, Rankin, is a significant one in the model’s career as it marks her return to lingerie after a five-year hiatus. The collection debuted in January and is stocked in over 1800 retailers worldwide.

“It was so exciting to shoot the first ever Heidi Klum Intimates campaign with Rankin,” said Klum. “I’ve always loved modeling lingerie and it was fun to get back in front of the camera wearing beautiful pieces.” Bendon CEO Justin Davis-Rice believes Heidi embodied the spirit of the Intimates brand, and this shines through in the campaign images. The inspiration behind the Spring 2015 collection is a romantic journey through France. From the Moulin Rouge in Paris, to the rolling hills of Provence, finishing in St Tropez at the French Riviera, the collection captures the essence of the Parisian landscape.

TOPSHOP DENIM CAMPAIGN

that are highly angular, emphasised in rubberised and matte finishes. “The glasses came about by reinventing some of my most memorable eyewear moments in film,” said designer Adam Selman. “The allure of Catherine Deneuve in The Hunger meets the mischievousness of Sue Lyon in Lolita.” Le Specs continues to build upon its global success by constantly evolving and reimagining the eyewear space. Now stocked in over 30 countries worldwide, this iconic Australian brand has garnered a cult following, backed by today’s key influencers of style. The collection is now available at leading fashion retailers and boutiques.

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We’re New Zealand’s main retail industry lobby group.

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6 I February 2015

TOPSHOP have launched their global Spring/ Summer 2015 denim campaign, featuring model Hailey Baldwin. Now with nine styles in the collection, Topshop offers an expansive range of fits and silhouettes in authentic denim fabrics, washes and styling. The ease and accessibility of Topshop denim makes the collection relevant to all customers. Shapes include, the Baxter, an authentic slim leg jean, mid-rise, relaxed fit and comfort stretch and the Binx style which is a high-rise, comfort stretch jean with a raw hem. Highly acclaimed fashion photographer, Harley Weir, shot the campaign, styled by Kate Phelan, in London.

MOUNTAIN DESIGNS IN LIQUIDATION

AFTER 14 years in New Zealand, outdoor retailer Mountain Designs has been placed in liquidation, following the closure of the brand’s 12 New Zealand stores. Closures were first announced late last year after difficult New Zealand trading conditions and slow economy.

All 44 of the Australian stores remain unaffected by the liquidation in New Zealand. Customers are still able to shop from its online store.

Let us help you make the best match.

Call JACQUI 09 309 5020 or visit www.nzfashiontech.ac.nz apparelmagazine.co.nz

I7

footwear news

ECCO LAUNCH NATURE INSPIRED AW15 COLLECTION TRUE to brand, ECCO have launched a comfort-focused collection drawing its roots from nature and infusing them with influences of the urban world. The brand added Midnight Blue and Green Gables to its traditional autumnal hues of Classic Black, Espresso, Coffee, Red Burgundy and Rust Brown. ECCO utilised Direct Injection Production to bring comfort not only to casual shoes, but also dress shoes – establishing an unprecedented, long-awaited balance of comfort and style.

Direct Injection Technology is the core production method in the creation of an ECCO shoe. The process involves injecting various materials into a foot shape mould as to be attached to the upper without the need for stitching or glue. The result is a shock absorbent, perfect fit out of the box product. ECCO’s hybrid range of fashion and functionality footwear traverses both the selection for men and women, with the new ECCO offering a solution to cater for each customer’s needs.

UNDER ARMOUR AQUIRES MYFITNESSPAL

SPORTS apparel and accessories company, Under Armour, have acquired two mobile apps for roughly US$560 million (NZ$760 million), as they move deeper into the connected fitness and wearable technology market. Along with MyFitnessPal, the company bought Danish firm Endomondo, described as “the personal trainer in your pocket.”

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8 I February 2015

YEEZY FOR ADIDAS ORIGINALS

IN his first collaboration with footwear and sportswear brand adidas Originals, singer Kanye West has revealed the new sneaker YEEZY BOOST during his performance at this year’s Grammy Awards. The limited-edition sneaker is designed to fit in with the current sneaker fashion trend and uses coveted cushioning technology.

“No one transcends music and fashion like Kanye West,” said Arthur Hoeld, general manager for adidas Originals. “He is a cultural icon like no other and brings a completely new expression to designing shoes. We expect to see unprecedented excitement when we release it in New York during one of the most exciting times for fashion, sports and culture.”

The acquisition comes after a decision to focus on integrating fitness tracking services with its sportswear – a decision that is paying dividends, with Under Armour reporting a 37 per cent increase in quarterly profit. As the second highest selling sports footwear and clothing brand in America, behind Nike, Under Armour forecast fullyear 2015 revenue of US$3.76 billion, a 22 per cent increase.

footwear news

ADIDAS SUPERSTARS

THIS year, footwear and apparel brand adidas will set out to question what it means to be a superstar through their new campaign for 2015. From its humble beginnings as one of the first performance basketball models, the adidas Orignals Superstar has gone on to achieve truly legendary status. Different superstars have all had their own journey’s to success, and for entertainer and creative, Pharrell Williams, the meaning of being a superstar is clear, “It’s not about the number of views, likes or shares [online]”. While footballer David Beckham said, “It’s not about trying to be the next big thing”. Both stars weren’t chasing fame; it was a product of their dedication and hard work. Since its launch in 1969, the Superstar shoe has become an original street icon, playing a vital role in the crossover of sport and the sidewalks that gave birth to street culture. Embraced by streetstyle connoisseurs through the ages, the classic silhouette is still as relevant today as it was when it made that first game-changing step from sports culture to sub-culture.

NIKE ROSHE FLYKNIT COMES TO NEW ZEALAND

SNEAKER lovers have rejoiced over the recent release of the much-anticipated Nike Roshe Flyknit. The Nike RosheRun was one of the more coveted releases from Nike to date, and this season has received a makeover with the addition of Nike’s Flyknit technology. The Roshe was inspired by a less is more attitude, with every element of the sneaker considered and engineered to be as minimal as possible. The process allows for support in the areas needed whilst reducing waste in the manufacturing process. As with its predecessors, the Nike Roshe Flyknit utilizes a one-piece Phylon midsole/outsole, creating the plush cushioning that can handle everyday wear. In line with the less is more mantra, Nike have designed the upper with less panels than usual, leaving the Roshe with a sleek and utilitarian silhouette.

VANS CLASSICS KICK OFF WITH TWO ICONIC STYLES

BOTH the Old Skool and Sk8-Hi Reissue styles have embraced a new vintage colour way in the autumn 2015 collection. Named the Varsity pack, Vans Classics have incorporated muted tones, off-white midsoles and the defining Vans’ side stripe to put together an offering of reminiscent footwear appropriate for the current customer. The varsity pack will be stocked at Platypus plus selected silhouettes in Area 51 and Loaded.

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industry report

Industry New Year’s Resolutions GEORGIE CLATWORTHY, DIRECTOR & LICENSED AGENT, MATCH REALTY “How blessed we have been with a summer holiday of magical weather, laughter, bbq’s and beach time. The perfect time to take perspective on life, reflect and define our goals for the year ahead 2015 FOR ME: BUSINESS It’s ok to say ‘no’ to things that aren’t core business activities. Allow for some philanthropy in your 2015 business plan.

FASHION Less is more... Invest in quality accessories.

Treat yourself to a timeless leather handbag from the amazing Prada flagship newly opened in Auckland. I like to support NZ fashion labels, the more you travel the more you realise we have serious fashion talent down under, one to watch: Lucilla Gray.

PERSONAL Take time out, digital detox. Our biggest challenge in today’s business world, daily yoga or a brisk walk assists life balance.”

RICK BALL, MANAGING DIRECTOR, BALL AGENCIES LTD “Ball Agencies Ltd is looking forward to continually building awareness of all brands we have in our portfolio. We have some exciting additions to add to our Portfolio and we will be launching these this Summer 15 through our wholesale and distribution and sales network. We have made sure our collections are saleable with affordable pricing with interesting styling, Quality fabrications with beautiful hues of colours and fit. Our resolution is to continue with contemporary fashion collections that are commercially viable and have creative styling and design. We predict we will be working harder, smarter with a positive and efficient attitude.”

FRANK GILBERT, MANAGING DIRECTOR, SOLUTIONISTS

CINDY MERZ, DIRECTOR, MERZ AND ASSOCIATES

“Solutionists’ focus for 2015 is all about making improvements to our client’s existing sites. Anyone not yet having a site optimised for mobile phones and tablets and providing click and collect as a shipping option, will either be getting it done or getting done over (by their competitors). The pace of change in online is still high but the growth in sales and the return on investment is even higher.”

“Increasing brand awareness, to achieve this through a variety of marketing, and by providing an exceptional service to our clients - word of mouth will help us reaching more businesses too.

In 2015 we aim to grow the company by building additional, bigger and better partnerships with our agents and carriers both locally and internationally.

Merz and Associates’ vision statement, ‘To ensure we continually re-evaluate how we do business in offering the most innovative, individualized, and reliable logistic solutions for every client’.

Always has been, and will continue to be our pursuit towards business.”

MARK GASCOIGNE, PRINCIPAL ARCHITECT, STUDIO GASCOIGNE LTD “• To have the biggest year for design and sales in the company’s history • To continue to grow our business in overseas markets • To only work with clients who have clear, positive visions for their future and great attitudes • To spend more time on design and less on administration at work • To do only great work!

• To enjoy more relaxation and travel time with my family • To continue to enjoy my own fashion style regardless of what others think of it!”

BARBARA JONES, DIRECTOR, DDNC LTD (FABRIX SOFTWARE) “To improve even more on our customer service, our clients are fantastic and are the life blood of our business!

Also to continue with the new developments of our FABRIX system, running FABRIX on iPads (tick), running CRM systems (tick), interfacing with the API protocol, painting new screens to look more pretty (tick tick), expanding our customer base further both here in NZ and in Aus. Getting involved in more fashion shows ie. sponsorship. But most of all – having fun doing it! We love working with creative and successful people!”

10 I February 2015

WILLIAM LOWN, DIRECTOR, WEARCARE HANGERS LIMITED “The clothing, and especially the boutique industry, is always looking for an edge in the display of their goods and accessories.

This very hard to manage as a display provider as our market is volume driven and cannot maintain the vast variety expected.

Our business resolution is to encourage boutiques and small retailers to standardise on hanger and accessory displays to allow us to reduce diversity in favour of a modern economic standard look.”

MURRAY BEVAN, DIRECTOR, SHOWROOM 22 “This year I celebrate 13 years of Showroom 22, having opened it when I was 22. This year we’re lucky enough to be involved in some major projects, like the opening of Topshop Topman in Queen Street, managing a two-day visit to NZ from Heidi Klum as she launches her new Intimates collection with Bendon, revealing The Year of the Superstar with adidas Originals, and we’re helping Levi’s launch one of their re-worked icon jeans: the 501CT. The time is right for us to capitalise on our reputation in the industry and branch into new products, and I’m going to focus on beauty. 2015 is all about beauty. Our team is strong and we all love what we do, so work’s a great place to be right now!” Photo credit: Katherine Lowe

EMMA DAVISON, FASHION EXPOSED REVIVED COORDINATOR/MARKETER, AUSTRALIAN GIFT & HOMEWARES ASSOCIATION

“For Australian Gift & Homewares Association (AGHA), 2015 is the year for innovation, celebration and growth.

February marks the start of our ambition as we celebrate the new era of FASHION EXPOSED REVIVED - with such an exciting and monumental start to the year, 2015 promises to be a year to remember.

As we welcome in the New Year, we also welcome in new values to support the growth of the Association and our Members. After identifying integrity, transparency, commitment, respect, loyalty and support as common values within our Association, after consultation with the board, the selected values will underpin the daily practice of the Association. In 2015 and beyond, AGHA will continue to grow and in turn, support our Members to innovate, celebrate and grow.”

KELLIE TAYLOR, DESIGNER, MOOCHI “It would be great to see NZ businesses working more in collaboration to maximise our opportunities and effectiveness in the marketplace. Each year, local businesses are competing with the world increasingly, and with more international brands opening here in the near future, being NZ made and NZ focussed can be our most unique selling point. Everyone in the supply chain needs to be working smart, with as much passion the designers, to offer the latest in fabrication, trims and techniques to support NZ brands. We love that around 80% of what we produce at moochi is made here, and we have some wonderful local suppliers calling on us but we all need to work closely together to keep the industry fresh. We’re looking forward to another exciting year as a NZ business!”

component required for their business. With the global footprint we now occupy, and the recent appointment of a specialised operations manager, we will have the right product, at the right place at the right time.”

BRUCE PAGE, MANAGING DIRECTOR, WALKER SOTECH MACHINERY “Walker Sotech Machinery New Year’s resolution is to carry on its expansion and redevelopment, improving and meeting customer services beyond our customers’ expectations and having fun doing it.”

MARIA O’HALLORAN, CEO, BALLANTYNES

“As Christchurch continues to recover from the earthquakes and as the city around us re-builds – we are encouraged to see new neighbours moving in. The beginning of each year is an exciting time for us as our Buyers head overseas to source the latest looks and trends for our customers. Given we are an independent Department Store, we have the advantage and challenge of catering for a wide range of customers. Where possible we showcase the best of New Zealand designers and exclusive international labels. By supporting our Buyers travelling seasonally we are able to be both fashion forward and directional. The Ballantynes Customer Experience is also paramount to our continued success. Our focus is creating and ensuring that our customers experience a full 360 approach – thru social media; our website; our promotions; our catalogues; our events; the way we present the store; how we answer the phone and how we interact with our customers. This year we will be focussing on one – consistently good - customer experience – from all of those touch points. At recent company meetings, my message to staff was that every decision they make; every customer interaction they have – it all counts and it all makes a difference as to whether the numbers are the same; below or above last year.”

DALE COOLEY, RETAILER, PAPILLON CLOTHING “A key focus for Papillon would be to see some movement on the GST charged on overseas Internet purchases. This would help level the market for New Zealand boutiques such as us. We strive to offer a superior buying experience, but price is a key driver in a customer purchasing decision. We are also keen to source garments and fabrics created from ethically and sustainable sources. The fantastic Kowtow label that we stock, being a great example of what can be achieved that offers both style and excellent prices, but with an ethical ethos. And finally, to have fun!”

DENISE L’ESTRANGE CORBET, DESIGNER, WORLD “I am not really a New Years Resolution type of person, as I tend to not so much ‘set goals’ but know what we have to do for the business, and this is done throughout the year. Keeping our brand “Made in New Zealand” is always is big thing, as we are constantly approached to go offshore.

We will be opening new stores next year which is very exciting, and of course, WORLD is involved in a few large charity events, which we have supported for many years. Quite frankly, I am just happy if I make it to the end of a year in one piece without breaking anything or crashing the car!”

BRENDON AUSTIN, GENERAL MANAGER – APPAREL, CHARLES PARSONS “In Charles Parsons centenary year, we will be celebrating 100 years of textile business. A key focus in this year will be Charles Parsons-Apparel striving to achieve operational excellence. Our goal is to supply the trade with every Apparel

DORIS DE PONT, NEW ZEALAND FASHION MUSEUM “Sustainability is the inspiration for the New Zealand Fashion Museum in 2015.

We share knowledge about our unique fashion story and honour those who have made that history. We hope that in 2015 more people recognise the value of sustaining our fashion industry by buying locally made and we invite you to make us, www.NZFashionMuseum.org.nz, a sustainable enterprise by supporting us to tell your fashion stories.”

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I 11

behind the business

Digital Marketing For Fashion Retailers Trying to maximise revenue with sophisticated marketing is now a lot easier thanks to the Bronto Marketing Platform.

WHEN brands and retailers want to accelerate their efforts with digital marketing, whether it is a new email campaign or engineering an e-commerce integration, Bronto has helped many customers drive revenue with their helpful hints and tips.

Digital communication has become a vital part of fashion business strategies to keep ahead.

From high fashion to bargain basement, a sophisticated and tenured email marketer or brand new to digital commerce, these tips from Bronto will help businesses uncover hidden revenue opportunities and develop ways to build better customer relationships. With relevant and timely messages, you will increase your brand awareness and customer loyalty. By using connected data and automation to target and customise your messages, you are likely to improve the interactions with your brand and deliver more revenue via digital channels.

GET NOTICED • People are visiting your site and may not even be aware that you have an email programme. This lack of awareness directly correlates to a lack of online sales.

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• Retailers can be put off by the idea of asking for an email so boldly as to promote it above the fold.

For fashion retailers, though, it is important to sell the value of the email sign up and NOT label it as a newsletter. Consider a smoother call to action, and tailor the message to fit your audience.

BE RELEVANT • Online fashion retail is competitive. In the fashion industry, sneak peeks have certain electricity. A fashion forward person cannot resist the idea of seeing what’s new before anyone else.

• What sort of perks could retailers offer? Personal shopping, exclusive events, dedicated customer support, limited edition access, faster shipping, and extended sales. The result? Increased sales, brand loyalty and being seen as more sophisticated. Your audience will develop a relationship with you that they do not have with your competition.

STAY TECH SAVVY • Nearly half of emails are opened on mobile devices, and this figure continues to rise rapidly. A recent Google study showed 85 per cent of consumers will start shopping on one device and finish on another.

Your audience is looking at their phones all day, and chances are they filter their emails on it. Put your best foot forward with responsive design or another mobilefocused design strategy.

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• Responsive design, which adjusts the email to fit the device being used to view it, is a popular choice. Your audience wants to see the clothes and accessories, they want to see how it is styled and what to wear it with. To a shopper, it does not matter if they are looking at your email on a phone, tablet or desktop, They expect to be able to see the product, if not, they are likely to lose interest and go somewhere else.

FOSTER CUSTOMER LOYALTY • Two scenarios to consider. Firstly, the sales assistant helps you bag up your item quickly and efficiently, you pay and are out the door. Second scenario is the sales assistant helps you bag up your items quickly and efficiently and as you are paying, hands you a little card that will give you 20 per cent off your next purchase. The second scenario with the extra effort makes a difference and is a common technique in brick and mortar stores, but why not apply it to your online buyers?

• Retailers are spending a lot on acquiring customers and encouraging them to make that first purchase, but then never see them again. Only 5 per cent of a site’s new visitors will return and only 3 per cent will purchase again. Reaching out to shoppers in a targeted way will increase this percentage. Give customers a reason to come back.

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12 I February 2015

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30/1/15 6:55 pm

behind the business

JOSEPH RIBKOFF

A Master Of Change THE success of a brand almost always depends on its ability to connect with the end consumer. For a company in business for 56 years, Joseph Ribkoff has mastered its audience and consistently delivers collections that mirror the lives of its consumers. Hence the tag line “No one knows me like Joseph Ribkoff.”

The willingness to flex and move with the times has seen the brand grow from strength to strength; offering clothing that is modern and appropriate for the mainstream womenswear market. The connection to its customer has allowed for Joseph Ribkoff to be selected as the brand of choice for dressing Miss America, and has won the brand Drapers’ ‘Womenswear brand of the year’ the last two years running.

Utilizing its market experience, each collection is tailored to the customer with an overarching sense of occasion and levity through the use of signature prints and patterns. The eye to detail has landed Joseph Ribkoff consistently high on the Drapers’ Indicator page for sell-through, and has helped it build a strong and loyal following.

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I 13

behind the business

Are teens just not interested?

It is no secret that some leading teen retailers are suffering. Apparel looks at top local and offshore teen retailers

ABERCROMBIE & Fitch, Aéropostale and American Eagle in particular, are not keeping up with faster adapting fashion outlets and are missing their coming of age. Aéropostale are set to close 125 stores this year, while Abercrombie & Fitch and American Eagle plan to close 60 and 50 stores respectively. Instead of diversifying their offerings the three prominent US retailers have sat as the awkward middle child in a market destined to grow up.

Victoria’s Secret’s Pink brand has indicated a change in demographic from teenagers to colleage age consumers, its Pink campaigns now have a noticable university aesthetic with college sport inspired garments.

However, is an ageing demographic the only way for teen retailers to blossom? Teens have previosuly been lucrative consumers and trend makers, so why are fashion leaders shying away?

The infamous Generation Y market known to be fickle and obsessed have passed through the teenage phase and the new Generation Z teenagers are celebrated as the ‘caring’ generation.

Generation Z are said to care about a lot of things, but fashion is not as high on their list as their predecessors. A recent study by research firm Piper Jaffray’s has shown that teens are now more interested in technology and food than clothing. In fact, for the first time in history teens are spending as much on food as they are on clothing.

On the international stage, things look bleak. Teen retailer Wet Seal filed for bankruptcy in January and peers Delia Inc and Deb Stores are shutting shop. Why? Out of the top five global retailers for 2014, ASOS was the only teen retailer, and it placed third to John Lewis and Target.

There are other competitors in the market that prove teens are a viable customer, as long as companies are receptive to their needs. The CFO of Victoria’s Secret, Stuart Burgdoerfer, admits targeting college students can fall on high schoolers.

“They want to be older, and they want to be cool like the girl in college, and that’s part of the magic of what we do at Pink,” he said.

Five Below has shown the opposite, opening 284 stores in six years. The brand sells everything a teenager needs; technology accessories, bedroom décor, party supplies and sporting goods. This matches Piper Jeffery’s finding that footwear and accessories are driving categories for a teen market spending.

Leaping ahead, Forever 21 has successfully extended their accessory range. Tech accessories are particularly popular and Smartphone cases are a top selling product.

Merchandising small accessories at the counter is also used to squeeze in some impulse spending.

14 I February 2015

Forever 21’s locations are modern and inviting with bright lights and white sparkly floors. Further merchandising in store gives styling ideas to teens that naturally want to experiment and find a new look.

“Kids nowadays don’t want to be boxed into one look - they want to mix, match and stand out,” explained Belus Capital Advisors’ Brian Sozzi.

In Australasia, Glassons is noticing growing interest and confidence in new styles. “The last Edt collection (the brand’s boutique range) was extremely popular with many styles selling out in days.” disclosed a representative from Glassons.

“It’s been really exciting seeing more fashion forward pieces being our best sellers. This shows a growing confidence in our consumers approach to fashion.”

With increased exposure concerning terrorism, climate and economic instability, Generation Z teens are more responsible. Teens are attracted to fast fashion but only because they are increaisngly value conscious.

They still want the new ‘it’ thing however they want this in slightly better quality. “Our customer is after those on-trend pieces but is seeking great value,” confirmed buying and production manager of Supré, Nicole Aquila.

There is a focus on female teens in particular to find the next ‘it’ clothing range. Big brands are keen to work with young spokeswomen to push a youthful, girly image. Topshop has announced Kendall and Kylie Jenner will design a young contemporary collection, to be stocked exclusively at Topshop stores globally and online.

This collection leverages a youthful lifestyle embodied by the ‘it’ models. The collection will comprise a capsule summer wardrobe, characterised by the girls’ LA lifestyle and their modern spacing, eclectic design aesthetic.

According to EDITD, the highest growth products for 2014 were kimonos and ripped denim, a trend for casual comfort and edgy staples and looks to continue into 2015. “Among our girl-centric teenage demographic, lightweight summer dresses, denim shorts and kimonos have been particularly popular,” said Aquila of Supré.

Brandy Melville USA, an Italian clothing company dedicated to crop tops, high waists and slouchy apparel placed first in Piper Jaffray’s teen retail study. The brand’s success is attributed partly to their popular Instagram account with over two million followers.

What is their point of difference? They share images of their own focus group, a group of girls who have reached internet stardom from their ambassador role at the company.

Brandy Melville USA leverages the sentiments of their epitomised consumer-like Topshop leverages the

sentiments of ‘it’ girls to create meaning in a cluttered space. “In an increasingly crowded marketplace, a clear, contemporary and sincere point of view is essential,” explained creative design consultant of Topshop, Geoffrey Finch.

Olivia Bennison, a 14 year old New Zealander, is a fitting customer for Brandy Melville USA and Topshop’s LA collection. “I like the undone hair look, cropped tops, tight skirts and dresses,” she said.

However Bennison admits; “I only follow well known brands on Instagram etc. I don’t follow many because they post alot and its clogs my feed.”

Relevance is key in a new teen market where young consumers are inundated on the many different devices they have mastered from a young age.

Bennison spends an equal time shopping in store as she does online. This can become an issue when teens seek the most important outfit of their year, a ball outfit.

Hannah Prestidge of online ball dress store Sapphire Event Dresses is cautious of overseas online shopping by local teens.

“We are coming across a challenge in our market where girls are buying dresses online from overseas website. When they receive their dress (if they ever do) it is a very different style, colour and size than they purchased and paid for.” There have been so many disaster stories that Sapphire Event Dresses now advertises this in their lookbook. “On page 19 we have a warning about buying from overseas online stores.”

In a fast changing world, online shopping education is added to a teen’s homework list. When they do shop in store, teens tend to shop with friends.

“I normally go looking at shops with my friends,” said Bennison. These shopping habits can create trends of their own. “We are finding more and more that our girl tends to shop with her friend. As the ‘twinning’ trend gathers momentum we love giving our customer the opportunity to match or mix her look with her friends,” said Aquila.

For Glassons, being Australasian is a competitive position. “We do not get caught up in what’s happening around us, as they do in Europe. We have an in-house design team designing new and exciting pieces that you won’t see elsewhere on the high-street, for example, at least 90% of our prints are hand drawn by our print designer Milly.”

Cumbersome teen retailers are failing to deliver to today’s developing teen consumers. Interfaces, whether online or in-store, need to make a sincere connection through tools such as merchandising and ambassadors to stay relevant. A little more quality and a lot more responsiveness is needed to survive any teen retail growing pains. By Jessica-Belle Greer

Celebrating new era of

FASHION EXPOSED REVIVED SINCE the Australian Gift & Homewares Association (AGHA) announced their acquisition of Fashion Exposed, the Fashion Industry saw the beginning of a new era of FASHION EXPOSED REVIVED now at Home & Giving Fair - NSW’s biggest, best and most beautifully curated fashion trade event.

On February 20th, FASHION EXPOSED REVIVED opened its doors for 5 full days of fashion sourcing, networking, professional runway shows, enlightening seminars, all under one roof at Sydney Showgrounds, Sydney Olympic Park - voted Australia’s Best Venue 2014.

This year FASHION EXPOSED REVIVED delivered over 150 quality and exciting labels including, but not limited to FREEGUN, Not Shy Knitwear, Pizzuto, Bodypeace and Namastai. Now with 3 fairs in 1, FASHION EXPOSED REVIVED, Home & Giving Fair and Design Life Sydney provided time-poor buyers with more opportunities to source the latest fashion and apparel within a convenient and quality one-stop-shop buying destination.

Week. Pizzuto is now stocked internationally and continues to inspire loyal customers and celebrity clientele season after season.

FASHION EXPOSED REVIVED 2015 will see the exciting launch of Pizzuto’s 5 capsule collections: 1. Winter Forum Knitwear 2. Felted Wool Suiting range 3. Trans-seasonal Hand-beaded Eveningwear 4. Trans-seasonal Contemporary Ready-to-wear 5. Hand-beaded Resort wear

COASTEX - FREEGUN FREEGUN was created in 2001 by a passionate team of designers in the south of France. Active sportsmen focused on extreme sports and lifestyle who wanted to create a functional underwear product.

Today, FREEGUN is owned by the company TEXTISS FRANCE and in 2014 FREEGUN became the first lifestyle underwear brand in France with a turnover of 40 million dollars in 8000 shops, with 20 million items sold per year. FREEGUN has successfully sponsored many X-Games and FISE competitions, and has a good reputation across Europe and the USA. In 2014, Coastex decided to bring FREEGUN to target Australian and New Zealand fashion bringing different ranges of men, women, boys and girls underwear to FASHION EXPOSED REVIVED this February.

BODYPEACE BAMBOO CLOTHING - BODYPEACE The mission of Bodypeace is to create elegant, comfortable bamboo clothing for women and men with the purpose of flattering all shapes whilst limiting the impact on the natural world. The Bodypeace label is a collection of timeless pieces that can be mixed and matched from season to season with the addition of limited edition designs and colours three times a year to compliment the base colours of black, cream and charcoal. It is the perfect travel companion as it is versatile, can be dressed up or down, requires no ironing and is thermal regulating keeping you warm in winter and cool in summer. It also has high UV protection.

Fabric made from bamboo is incredibly soft and luxuriously comfortable, it drapes amazingly well due to the particular weight of the bamboo fabric that Bodypeace uses.

Bamboo surpasses all other fibres in its sustainability and environmental contribution too. Bodypeace is bringing to FASHION EXPOSED REVIVED their classic and limited edition designs and colours with a special focus on extending their menswear collection. They are excited to attend and share their eco philosophy and brand.

HIGGOVALE HOLDINGS NOT SHY KNITWEAR Established in 1999, Not Shy is a French knitwear label for a confident cosmopolitan woman.

The Not Shy signature piece of knitwear is a sign of complete pleasure and luxury. It weaves luxurious yarns of cashmere, silk and wool into modern, ultra-feminine pieces of impeccable quality. Not Shy starts building its range with their cashmere basics, but in each range they are also known to surprise their customer with a little cashmere lace tile or… for a bolder look may embellish with embroidery, rhinestones or prints.

Higgovale Holdings will be showcasing the Not Shy Knitwear Winter 15/16 range at FASHION EXPOSED REVIVED. They want to show you why over 700 boutiques worldwide need to have Not Shy as their essential cashmere range.

PIZZUTO Pizzuto Fashion Designer Suzie Rose Vella has been working in the industry for over a decade, creating sought after, distinctively feminine designs.

An eclectic mix of cutting edge, fiercely modern tailoring mixed with floaty feminine silhouettes exude Pizzuto’s effortlessly chic signature style.

Pizzuto offers a full range of women’s ready-to-wear and eveningwear collections, showcasing designs in New York Fashion Week as well as Rosemount Fashion

NAMASTAI French designer Brigitte Clement started the Namastai brand 10 years ago with the vision of adding versatility and a touch of Parisian flair to resort-wear. It is now sold through a network of more than 300 retailers.

Namastai offers a unique and extensive range of printed viscose tops, dresses and pants complemented by some key pieces in all natural crushed cotton. They also offer a range of beautiful accessories to match most of their range.

Summer 2015 is represented with tones of mercury, chili, denim blue, soft pink, stone and navy. Aztec and digital prints are mixed with floral to offer a range that can be worn at all times. The bestselling kaftan will take you from the beach club to the barbecue. Shift dresses are a must for that special dinner party by the pool. All cotton dresses and tunics are the first choice for travels from a long weekend to an exotic holiday.

Discover freedom, style and individuality at Namastai’s stand at FASHION EXPOSED REVIVED. For more information on the new of FASHION EXPOSED REVIVED visit www.fashionexposed.com.

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I 15

colour trending

Call the help, because aprons, overskirts and maid influenced looks swept up the runway this season.

FOLLOWING with the army green trend seen throughout designer collections, Peter Som harnessed the housekeeper trend with a simple touch of layering. Som paired a floral screen print dress with skirt in a colour similar to Resene Chalet Green effortlessly delivering a stylish twist on a uniform silhouette. Further into the show Som took a more muted and seductive approach. Opting for a palette of black and white, Som once again paired a shirtdress with a dark mesh skirt similar in colour to Resene Chimney Sweep.

In a not so literal sense, Tome interpreted the trend more for its layering capacity, executing a dress and skirt combo that reminded audiences of past bohemian trends.

Delicate pleated silk contrasted with the bold black skirt balanced the extremes of hard and soft, at the same time demonstrating extreme control in the editing of Tome’s entire collection.

In a colour similar to Resene Half Caraway, the silk was one of many fabrics treated with an expert hand and creative mind to put on an unforgettable show.

DKNY played true to its strengths, producing a collection inspired by and belonging to the streets of New York. The show demonstrated the power of street-style, showcasing the cultural melting pot New York City has become.

Bold graphic prints and hard-hitting bonded fabrics highlighted the down to earth and functional nature of street style while still being a game changer for modern fashion trends. The slinky knit tube skirt similar in colour to Resene Panorama was expertly layered over geometric sweater prints, finished off with flat form sneakers – a true street wear creation.

In a struggle to remain true to his style but build a successful brand, Fausto Puglisi found himself battling between inspirations to put together his latest offering. The collection brought together elements of Ancient Rome and the punk movement, two contrasting visual styles that at times worked hand in hand to create beautiful synergy.

The high point of the collection – and a perfect example of the punk Roman blend – is metal mixed with geometry on a foundation of black and white. The embellished chest plate croptop paired with the skinny pant underneath an uneven hemmed skirt in a colour similar to Resene Martinique could come off as confused, but in fact worked together to express the creative direction of Puglisi the brand.

In a retrospective view of East Berlin as the wall came down, Ostwald Helgason dug deep into its roots to produce a collection showcasing a more serious approach to fashion design. With a distinct childlike perspective, the garments seemed slightly disproportionate and oversized, as a child sees the world.

Although the collection sparked from such a dark time in history, the brand kept in line with its up beat and positive colour choices, producing this blue skirt in a colour similar to Resene Blue Zodiac. The show was a story, and a new direction for the company, producing mature wearable clothing that mixes their clear playful aesthetic with serious elements in a balanced offering of modern design.

Colours available from RESENE COLORSHOPS www.resene.co.nz

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16 I February 2015

Resene Panorama DKNY

Resene Chalet Green PETER SOM

Resene Blue Zodiac OSTWALD HELGASON

Resene Blackjack DKNY

Resene Martinique FAUSTO PUGLISI

Resene Chimney Sweep PETER SOM

Resene Half Caraway TOME

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I 17

behind the business

View these brands and more on ApparelBuyersLounge.com

for the brand includes commissioned illustrations that come from the music and culture that is as part of LSS’s personality. The brand focuses on black and white colour, classic cuts and intricate illustrations for its clothing. Beck is currently living in London to set up European stockists. For more information email ellessess@ icloud.com

MADiL

MAGICHOLLOW

Laura Wright began selling vintage clothes on TradeMe when she was 14 years old and seeking pocket money. This continued through to her time studying communications at AUT until Wright made the spontaneous decision to sell vintage full time under the moniker of MAGICHOLLOW. Facebook has been the only way of distribution so far and Wright believes it has been very helpful for customer understanding, word of mouth and connection with likeminded creative’s for collaboration. MAGICHOLLOW’s strong niche market has been solidified on Facebook while clothing sales have been receptive to trend changes.

A MAGICHOLLOW website is scheduled for release in early May once Wright returns from a US sourcing road trip. For more information email laura@magichollow.co.nz.

LESS SUCCESSFUL SIBLING

Rachel Beck considers herself an artist first and foremost. Her clothing line, Less Successful Sibling (LSS), is a vehicle to incorporate fashion and business with her vision. “LSS goes beyond our clothes - it’s a mindset,” says Beck. Inspiration

MADiL stands for Make A Difference in Life. The brand’s jandals are designed for maximum expression with customisable band colours and charms to match customers’ mood, activity and style. However adaptable their jandals are, MADiL is determined to make a solid difference to their community. 10% of all jandal sales are given to world leading researcher Children’s Cancer Institute Australia, whether bought online or through an intermediary. As MADiL grows, so will their giving. For more information, contact Joanne Giles at madilaustralia@gmail.com

HONEY

Sophie Officer and Ava Johnstone met at university in Wellington. The marketing and cheffing undergraduates instantly clicked and discovered a mutual desire to establish a fashion label. Honey, the result, is a tropical inspired range of dresses, accessories and homewares purchasable through their Facebook page.

Honey is also stocked in La Madu and the founders are looking to extend their stockist list. The dresses are designed

by Office and Johnstone and manufactured in Bali. Other products such as their bingham festival bags and macramé hangers are sourced to fit Honey’s colourful style. For information email shop.honey.nz@gmail.com.

ELLIS AND FRIENDS

What was meant to be a little side project, Ellis and Friends is a growing online clothing and lifestyle store, and flourishing business. Founder, Ellis Hong has a Bachelor in Design, majoring in Visual Communication Design at Massey University and has an abundance of work experience in the fashion industry. Every piece at Ellis and Friends is simple and wearable in cuts, colours and patterns that won’t age. Suiting the New Zealand market, they are clothes one could dress up but also feel comfortable in as is. For now, Ellis and Friends are exclusively online.

However, Hong’s goal is to open a brick and mortar store within the next two years.

For more information, email Ellis at info@ ellisandfriends.com.

18 I February 2015

radar

EUREKA

With career backgrounds in the oil industry and event management, Oliver Mander and Alex Hill are the surprising duo that took on Eureka clothing in 2014. The business partners have 5 children between them, and they saw a massive gap in the children’s clothing market for quality clothes that their children actually liked. Eureka’s new clothing line supports children’s independent personalities as well as their adventure full lifestyle. Their audience is 7-12 year olds. However its size range caters for age 5 to age 14 reflecting the diversity of shapes and sizes for kiwi kids. For more information contact Oliver on 021 190 5343 or email oliver@eurekaclothing.com.

MASSEY WILLIAMS

KELSEY GENNA

Kelsey Genna started experimenting with handmade prom dresses and colourful leggings during lunch breaks at Whanganui School of Design. By the end of her first year studying fashion design she had a website that was selling internationally.

Throwing herself in the deep end, Genna started her eponymous label without much industry experience. As a result, her label is modern, colourful and playful.

Kelsey Genna moved into feminine bridal/ evening wear in 2012. The move “allows me to have a balanced life,” Genna says.

The label has an annual collection of set styles that are then tweaked and made to measure, with one off pieces made for special clients. For more information, contact Kelsey at studio@ kelseygenna.com.

“My design aesthetic if I had to say it in two words is Subtle Aggression” says Massey Williams of label Disciple of Discipline.

William’s strong and powerful garments are refined through minimalism, balance and functionality. “I haven’t perfected it yet, but it’s a learning process, I think that’s my signature.”

Williams is constantly seeking. At the moment he desires to gain exposure, sign stockists, domestically and internationally, and perfect production. Producing locally is a manageable point of difference for Disciple of Discipline that Williams wishes to continue.

For more information email masseywilliams8@ gmail.com.

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I 19

collection review

Meadowlark AW15 Alchemy

CULT jewellery brand Meadowlark embraced a higher plane of thinking with its latest offering ALCHEMY. The collection drew on ancient magical practices to inspire a range of pieces that felt eerily haunted and powerful.

The alchemists’ goal was always the same, discover the secret to transform base metals into gold, conquer disease, and create the elixir for life. The story was woven together by threads of various influences, some of which included traditional Indian practices and vintage jewellery making techniques.

Acting as a symbol for the collection, the pentagram worked as a unifying element across each piece. This singular detail helped further develop the brands reputation for delivering decadently dark accessories in an utterly unique aesthetic.

The Henna rings, inspired by traditional Indian Mehndi help break up an almost overwhelming display of occult imagery, balancing the dark influences ever-present in each Meadowlark collection.

Vintage elements are seen through the incorporation of classical jewellery making techniques, giving birth to the dramatic shape of the Pentagram Drop earring and the emergence of the Long ring.

Tubular styles appeal to the more basic loving customer, with designers Claire Hammon and Greg Fromont paying attention to the needs of simple accessories in a casual every day environment.

That being said, everything emerging from the Meadowlark camp never escapes its much loved grunge-luxe 90’s aesthetic, an always on trend influence for a duo taking strong steps forward to boost their business to its maximum potential.

ACCESSORY ALERT: LA LUNE LA LUNE, is a part-time label for Auckland based Michelle Metcalfe and Harry Syms, forming a creation of two creative’s.

The brand began in November 2014 after both Metcalfe and Syms noticed a gap in the market for affordable, symbolic jewellery and started selling their pieces through social media pages such as Walk in Wardrobe.

20 I February 2015

Crystals and symbolic pendant necklaces make up a collection for the free-spirited consumers that appreciate care and quality.

With a construction and design background, the designers had a good base to start creating their jewellery brand. For more information contact info@lalune.co.nz.

trendwatch

BOHEMIAN IT’S an embodiment of comfort and elegance. Fluid fabrics expertly draped to move effortlessly with the body. Boho-chic is back and is bigger than ever. From breezy printed cottons to the latest Burberry Prorsum Mary Poppins bag, the fall looks are all about feminine mystique and Zen living.

Birthed in the 70’s, Bohemian dressing brings together multicultural elements in a flirtatious fusion decades in the making. Key elements include fringing and tassels, right through to heavy embroided fabrics, each treated with a soft hand and an eye for delicate detail.

Key designers include Vera Wang, Dries Van Noten, Tommy Hilfiger, and Valentino, all blending printed textiles with loose silhouettes. Successful looks will pay close attention to accessories and how they interact with an already busy fabric palette.

For a petit customer, shorter hemlines above the knee, and the taller glamazons stride strong in a classic maxi dress.

techWATCH STYLECT (FREE)

http://www.stylectapp.com/ Dubbed the Tinder for shoes, Stylect is a user friendly app that is laid out like the popular dating app. Shoppers swipe left to rid shoes they don’t like and swipe right for shoes they want to know more about. The App has more than 150,000 shoes in all price ranges and it is prompt to notify any discounts.

STYLEBOOK (NZ $4.99) http://www.stylebookapp.com/

Stylebook is designed to help consumers carefully curate their wardrobe. By uploading images of their clothes, app users can then make style collages, compare online shopping items to their own wardrobe, and plan packing for days or trips ahead. An inspiration feed and Q&A section are other key features.

FAD – The ultimate Fashion Dictionary (NZ $4.99)

By Thomas Escher With over 1,400 entries FAD is the first comprehensive Fashion Dictionary App available that covers labels, techniques, brands, styles and materials. FAD caters to fashion workers and fashionistas who desire to be up to date with the latest jargon. This fashion cheat sheet works offline as well.

#heelconcept

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I 21

education

NZ Fashion Tech ANDREA CROSS

ELLA BELLE ESAU

ASHLEIGH PRICE

TAYLOR JORDEN-LAMBERT MARY NGUYEN

LAURA DENTON

TING YU

22 I February 2015

education

WINTEC

ARI BROWN

HAYLEY BURCH

KATARINA BERRYMAQN

MADELEINE SCHULTZ

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I 23

education

AUT IAN BERNHARD

ANNIE HILLISTER JONES

BRIT DAY

LU CHEN

KATELYN NELSON

MADELINE WALTER

24 I February 2015

education

DAS ANKITA LEKINWALA

PRIYANKA RANA

STEPHANIE TARAWA

SHIEKA SHOIAB

PATSY-ANN GRACE

OTOOTA VALU

KAMILA KAIARUNA MOANA LEOTA

FRANKIE LOLOHEA GLORIA PO-CHING

JEANETTE APIATA MALIA HALAFIHI SHARON BRAGG

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education

CPIT HANAH DOLAN

ETHEL CHANG

SOPHIE JO

JULIA LADBROOK

26 I February 2015

education

Whitecliffe JACQUELINE LIM

JORGE ALFARO

NICOLE WESSELING

STEPHANIE COVEY apparelmagazine.co.nz

I 27

classifieds

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Show • New Zealand Professional CMT DIVIDERS, BODY FORMS professionalism in work AND ethics, OTHER DISPLAY • Long standing reputable service regular calling plan.New Zealand RACK-HIRE TERRITORY: Auckland City and ACCESSORIES Greater industry Sales & Demonstrations SERVICE AVAILABLE Auckland, • High attention to detail Northland, Waikato, B.O.P.

13/10/09 10:06 AM

l to the apparel

Full CMT Service

FREEPHONE 0508• 243 Full629 service – small or large runs START DATE: August 2010 MOBILE 0274 341 433 • Quick turnaround times Providing end to end solutions for CONTACT: Pieter Olivier, Email: bruce@bma.co.nz • Specialists in woven pieter@reviewmags.co.nz

Website: Office, Factory and Showroom: 6A Henderson Place, Onehunga, Auckland

www.bma.co.nz Ph 0800 38 0800 Fax 09 636 9379 www.displays.co.nz

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GUY THORNTON

mplete the ll s, from s to ucing ctivity.

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CONTACT dAvid FREEMAN • Pattern Grading • Cutting • Making Now To diSCuSS your reQuireMeNTS • Finishing • Pressing • Ticketing

GARMENT TECHNOLOGY

PH 09 377 1678 Providing quality for 25 years

Providing technical support to the clothing industry for the past 33 years

EMAiL: david @tamarafashions.co.nz Your label at the centre of our business

◆ Computerised Markers (Pad System) ◆ Gerber & Lectra compatible ◆ Pattern Making 100% Recyclable ◆ Pattern Grading ◆ Sampling Incredibly Durable ◆ Cutting ◆ Production Runs

Call us on 09 444 9010 Emerging designers &today boutique owners or email us at

Sales & Hire

call:

sampling and production

Wanted Stock

For new clothing outlet Designed in New Zealand in Christchurch PH: 09 441 3187, FAx: 09 441 3190 EMAiL: guy@patternmaksamples end of ers.co.nz or liz@patternmakers. w w wco.nz . p uwww.patternmakers.co.nz r f o r m . n e t lines | p h 0 etc 9 579 5566 email robyn or andrea adjj@xtra.co.nz phone 03 3431681

enquiries@kerilinfashions.co.nz We can provide friendly, helpful and personalised for our introductory offer 0508 AGENCY service for all your cutting needs.

0508 243629 www.kerilinfashions.co.nz

arnet Garment Cutting Services www.bma.co.nz

Call Kevin on 579 8002 email arnetkevin@yahoo.com

SINCE 2001

New Zealand Clothing Manufactures

400 Colors always available For 100% Spun Polyester Sewing Thread • 120 x 5,000m GOOD QUALITY • COMPETITIVE PRICE Call us to get free sample

DAVID IMPORT LIMITED Ph: 09 849 4008 Fax: 09 849 5505

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47B Onehunga Mall, Onehunga, Auckland Email: davidimportltd@gmail.com

Specialist manufacturer of fabric labels.

We supply printed, woven and sash labels.

CONTACT US for all your labelling and ribbon printing requirements.

T: 0800 365 250 E: info@foilprint.co.nz www.foilprint.co.nz

MAY 2009 app arel 31

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ph. 09 579 5566

31

ORDER ONLINE OR BY PHONE

20%* OFF

Hangers by the box

Classic Element s MAY 2010 app arel

23/04/10 11:00 AM

31

23/04/10 11:00 AM

Fresh new jewellery

and clothing from our in house designs.

* Timber hangers only

www.displays.co.nz 0800 38 0800 30 I February 2015

For wholesale enquiries please contact us: Phone: 09 42 61275 or email sales@classicelements.co.nz or visit www.classicelements.co.nz

HQ Cutting Classified.pdf

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1:52 PM

classifieds

Master classes in Millinery, Corsetry & Vintage Dressmaking

C

M

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For further information:

CMY

info@punga-road-studios.co.nz

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Ph. 022 3121 191 Advanced Diploma in

Goldsmithing & Jewellery

• Knitwear and knitted product development

NZQA approved for N.Z. & Australian students

• Digital textile and garment printing

INDUSTRY SUPPORT

• E-textile development • Commercial research and development • Technical support and consultancy • Short courses in textile knowledge, digital textile design and knitwear • Customised short courses Visit: www.tdl.aut.ac.nz | Email: tdl@aut.ac.nz

+64 9 377 2468

Knitted lighting

by Kate Ramsay

www.jewel.school.nz Auckland New Zealand

handmade cluster by Petra Bettjeman

KEEN CUTTING CO Automated or manual cutting available.

We can organize pattern making, computer grading and marking.

FRINGE MAKER & BRAID MANUFACTURER NEW ZEALAND

New Zealands only Fringe and Braid manufacturer. Fringe and Braid for all occasions, eg. lampshades, mats, cushions, curtains, furniture trim, banners, umbrellas, bridal cars, limousines, clothing, costumes, show ribbons, arts and crafts.

Give us a call and see if we can help.

Ph 09 276 8338 or email keencutting@xtra.co.nz 5/91 Huia Road, Otahuhu Auckland 1062

CONTACT THE FRINGEMAKER

Phone: +64 (0)9 299 9141 Mob: +64 (0)21 063 0903 Fax: +64 (0)9 296 6339 3/11 Walters Road, Takanini, Auckland 2244, New Zealand Email: fringemaker@gmail.com or visit www.fringemaker.co.nz

subscription form Name : _________________________________________________________Address: __________________________________________________ Phone:___________________________________ Email: _____________________________________________ I am paying by

n Cheque (enclosed)

Card Number:

nnnn nnnn nnnn nnnn

Expiry Date: _____ / _____ / _____

n American Express

Name on Card:_______________________________________________

OR n please invoice me at the above address.

n Asia/Pacific 190 $

n Visa/Mastercard

GST NO: ______________________________

n RoW 210 $

Fax or Mail to: APPAREL MAGAZINE PO Box 37140, Parnell, Auckland, Fax: (09) 377 2794

apparelmagazine.co.nz

I 31

behind the business

s ie or e ss iqu r ce ut ea r Ac Bo nsw ea e i re otw er r ild Fo ng ea Li pw ear r Ch ee w a Sl ens we M ens om W

Evoke Champagne • Runways Debut Designers Seminars • Workshops Inspiration • Style

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20-24 Feb

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fashionexposed.com Trade only event.

32 I February 2015