Defining a New Zealand aesthetic  how to foster original, unique and innovative  fashion products from New Zealand Mandy S...
 
Government reports and Academic papers <ul><li>2000 Heart of the nation:  a cultural strategy for Aotearoa New Zealand / f...
Ten survival strategies for Fashion Designers <ul><li>Malem, Wendy.  (2007).  “Fashion designers as business:  London”.  J...
New Zealand lifestyle brands
Forming a signature or handwriting <ul><li>Martinez, Javier Gimeno.  (2007).  “Selling  Avant Garde :  How Antwerp Became ...
Tourism NZ advertisement
“ Country of origin effect ” <ul><li>“ That’s the trick – (positioning) your country brand to make sure it has some sort o...
Leveraging the brand  New Zealand
Rod Oram, media commentator and Adjunct Professor, New Zealand Centre for Innovation and Entrepreneurship, Unitec  <ul><li...
Evolutionary brands
Education focus <ul><li>Specialist niche design  / product design </li></ul><ul><li>The business of Fashion focus </li></u...
Bibliography <ul><li>Auckland City Council.  (2005).  Snapshot:  Auckland’s creative industries .  Economic Development an...
Upcoming SlideShare
Loading in...5
×

Designing New Zealand Fashion Education

706

Published on

This paper is a review of literature that maps the growth of New Zealand fashion, and looks to two comparative international studies of fashion success, to then propose new possible strategies.

Lisa Lloyd-Taylor + Mandy Smith
Auckland University of Technology [AUT]

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
706
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Need to add notes to talk our way through this with main points about each report!
  • Add Tourism NZ website link 2.30 minutes long – depicts the brand and country Ads above are of the 100% pure New Zealand As NZ is represented over seas London, New York and San Francisco Rugby ball used as the 1011 rugby world cup campaign The interactivemobile recording truck to record visitors comments about NZ whilst here then they are posted on U-Tube
  • Probably every country has some form of stereotypical imagery- the task then is, is this right? How do we Manipulate it? Take Icebreaker as an example
  • Icebreaker has successfully done this using NZ imagery as well as a well planned business model for growth. They are now able to expand using leverage off the known brand imagery to move into new markets that would not be usually associated with NZ
  • Designing New Zealand Fashion Education

    1. 1. Defining a New Zealand aesthetic how to foster original, unique and innovative fashion products from New Zealand Mandy Smith & Lisa Lloyd-Taylor FINZ Education Conference | 2009
    2. 3. Government reports and Academic papers <ul><li>2000 Heart of the nation: a cultural strategy for Aotearoa New Zealand / for the Prime Minister and Minister of Arts, Culture and Heritage </li></ul><ul><li>2001 Breaking with past patterns of uncompetitive behavior </li></ul><ul><li>The Designer Fashion Industry in New Zealand – a scoping study commissioned by Industry New Zealand </li></ul><ul><li>the way ahead – a draft strategy for the textile, clothing, footwear and carpet industries. </li></ul><ul><li>Integrate! A critical look at the interface between business and design </li></ul><ul><li>2003 Building a case for added value through design – report to Industry New Zealand. </li></ul><ul><li>Success by Design </li></ul><ul><li>Molloy, Maureen. (2004). “Cutting-edge Nostalgia: New Zealand Fashion Design as the New Millennium.” Fashion Theory. 8(4): 477-490. </li></ul><ul><li>2005 Snapshot: Auckland’s creative industries </li></ul><ul><li>Blueprint – our plan to grow Auckland City’s creative industries </li></ul><ul><li>Larner, W & M Molloy. (2007). &quot;Globalization, cultural economy, and not-so-global cities: the New Zealand designer fashion industry.&quot; Environment and Planning D: Society and Space. 25(3): 381 – 400. </li></ul><ul><li>Lewis, N, Larner, W and Le Heron, R. (2007). “The New Zealand designer fashion industry; making industries and co-constituting political projects.” Transactions of the Institute of British Geographers. 33(1): 42 – 59. </li></ul><ul><li>Fashioning Auckland – an overview of the Business of Fashion in Auckland City. </li></ul>
    3. 4. Ten survival strategies for Fashion Designers <ul><li>Malem, Wendy. (2007). “Fashion designers as business: London”. Journal of Fashion Marketing and Management. 12 (3): 398-414 . </li></ul><ul><li>Understand your business </li></ul><ul><li>Manage a slow and sustained growth </li></ul><ul><li>Consultancy from other brands </li></ul><ul><li>Consolidate contractual agreements </li></ul><ul><li>Retail and wholesale balance </li></ul><ul><li>Control every aspect of your business </li></ul><ul><li>The importance of building relationships </li></ul><ul><li>Communicate effectively with chosen markets </li></ul><ul><li>The international dimension </li></ul><ul><li>Role models </li></ul>
    4. 5. New Zealand lifestyle brands
    5. 6. Forming a signature or handwriting <ul><li>Martinez, Javier Gimeno. (2007). “Selling Avant Garde : How Antwerp Became a Fashion Capital (1990-2002)”. Urban Studies . 44 (12): 2449-2464. </li></ul>
    6. 7. Tourism NZ advertisement
    7. 8. “ Country of origin effect ” <ul><li>“ That’s the trick – (positioning) your country brand to make sure it has some sort of halo effect over the top of your products’ brand” </li></ul><ul><li>Jez Frampton CEO of Interbrand </li></ul>
    8. 9. Leveraging the brand New Zealand
    9. 10. Rod Oram, media commentator and Adjunct Professor, New Zealand Centre for Innovation and Entrepreneurship, Unitec <ul><li>“ great design is anything but skin deep. It only works – it only happens – when it goes right down to the heart and sole of the company that produces it. And such a company thrives only when its roots go right down into the culture and country that inspire it.” </li></ul>
    10. 11. Evolutionary brands
    11. 12. Education focus <ul><li>Specialist niche design / product design </li></ul><ul><li>The business of Fashion focus </li></ul><ul><li>Branding, marketing and public relations </li></ul><ul><li>Technical textiles / fibre and fabric technology </li></ul><ul><li>Contract Design </li></ul><ul><li>International transaction / off-shore sourcing </li></ul><ul><li>Merchandising / buying / styling </li></ul><ul><li>Fashion Journalism </li></ul>
    12. 13. Bibliography <ul><li>Auckland City Council. (2005). Snapshot: Auckland’s creative industries . Economic Development and Sustainable Development Committee: Auckland. </li></ul><ul><li>Auckland City Council. (2007). Blueprint – our plan to grow Auckland City’s creative industries . Economic Development and Sustainable Development Committee: Auckland.  </li></ul><ul><li>Blomfield, Paul. (2002). The Designer Fashion Industry in New Zealand – a scoping study commissioned by Industry New Zealand . Industry New Zealand: Wellington. </li></ul><ul><li>Blomfield, Paul. (2008). Fashioning Auckland – an overview of the Business of Fashion in Auckland City . Auckland City Council: Auckland. </li></ul><ul><li>Burleigh Evatt. (2001). Breaking with past patterns of uncompetitive behavior . Industry New Zealand: Wellington. </li></ul><ul><li>Burnett, Sarah. (2007, July 7-13). Brand on the run. Listener , 209, 3504. </li></ul><ul><li>Design Taskforce. (2003). Success by Design . Industry New Zealand: Wellington. </li></ul><ul><li>Hines, Tony & Bruce, Margaret (2 nd Ed). (2007). Fashion Marketing – contemporary issues . Elsevier: London. </li></ul><ul><li>Innovation & Systems. (2002). Integrate! A critical look at the interface between business and design . Design Industry Taskforce: Wellington. </li></ul><ul><li>Larner, W & M Molloy. (2007). &quot;Globalization, cultural economy, and not-so-global cities: the New Zealand designer fashion industry.&quot; Environment and Planning D: Society and Space. 25(3): 381 – 400. </li></ul><ul><li>Lewis, N, Larner, W and Le Heron, R. (2007). “The New Zealand designer fashion industry; making industries and co-constituting political projects.” Transactions of the Institute of British Geographers. 33(1): 42 – 59. </li></ul><ul><li>Malem, Wendy. (2007). “Fashion designers as business: London”. Journal of Fashion Marketing and Management. 12(3): 398-414. </li></ul><ul><li>Matheson, B. (2006). &quot;A culture of creativity: design education and the creative industries.&quot; Journal of Management Development 25(1): 55 - 64. </li></ul><ul><li>Martinez, Javier Gimeno. (2007). “Selling Avant Garde : How Antwerp Became a Fashion Capital (1990-2002)”. Urban Studies . 44(12): 2449-2464. </li></ul><ul><li>McDermott Miller Ltd. (2000). Heart of the nation: a cultural strategy for Aotearoa New Zealand / for the Prime Minister and Minister of Arts, Culture and Heritage. Heart of the Nation Project Team: Wellington. </li></ul><ul><li>Molloy, Maureen. (2004). “Cutting-edge Nostalgia: New Zealand Fashion Design as the New Millennium.” Fashion Theory. 8(4): 477-490. </li></ul><ul><li>New Zealand Trade and Enterprise. (2007, October). Market Profile for Fashion and Apparel in the United Kingdom. Retrieved from http://www.nzte.govt.nz/explore-export-markets/market-research-by-industry/Creative-industries/Documents/Fashion-and-apparel-market-in-the-United-Kingdom.pdf </li></ul><ul><li>New Zealand Institute of Economic Research (NZIER) (2003). Building a case for added value through design – report to Industry New Zealand . New Zealand Institute of Economic Research: Wellington.  </li></ul><ul><li>Slade, Maria. (2009, July 27). Fashion needs rethink to keep NZ on map. New Zealand Herald, p. B12. </li></ul><ul><li>Slade, Maria. (2009, July 27). Streetwear label now more sure of its export market. New Zealand Herald . P. B12. </li></ul><ul><li>Textile, Clothing, Footwear and Carpet Partnership (TCFC) (2002). the way ahead – a draft strategy for the textile, clothing, footwear and carpet industries . Industry New Zealand: Wellington. </li></ul>Images: Zambesi, Cybelle, Sabatini White, Sherieyvonne, Camille Howie, Jaeha, World, Huffer, Nom*D, Trelise Cooper, Icebreaker, Untouched World, Kathmandu, Federation, Kumfs, Swandri, Bendon, BodySilk, Karen Walker, New Zealand Tourism, Orca
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×