As New Zealand Fashion Week (NZFW) kicks off, ragtrader.com.au shines a spotlight on its designer lineup. Here, WORLD director Benny Castles reveals business challenges and opportunities.
The director
What is the biggest career challenge you've faced and how did you overcome it?
The GFC of 2008 and the earthquake in Christchurch in 2011 were two massive and very different challenges that have come to define the culture of our brand. To be understanding, humble, resilient and inspiring were our core values that set us apart from competition and gave customers the confidence in our environments and offerings.
What is a break- through moment you are most proud of?
Whilst fashion is seen as a business of moments the reality is moments are only defined by the momentum and progression they are part of. We are most proud of our retail environments and staff, which on a daily basis exemplify the brand's personality and spirit.
Where would you like to see your brand in five years?
As long as the WORLD brand has the same fundamental creative drive and aspiration, offering luxurious concepts and opportunities to clients we will be happy. This means, natural and balanced growth fulfilling our aspirations and meeting the personality and culture of the business.
The business
How many pieces are in your average collection and what are the average price points?
WORLD designs up to 120 pieces per season that range from $75.00 to $1500.00 off the rack and made to measure which ranges in the thousands.
How many wholesale accounts and/or stores does your brand currently operate?
WORLD is just about to open its sixth retail location in Queenstown. We have one in both Christchurch and Wellington, and three in Auckland. We have a small number of key loyal wholesale customers in New Zealand and around Europe, whom we work with independently after years of relations and partnership.
What do you see as the biggest challenge facing New Zealand designers?
The same challenge as any designer faces - to excite and entice their clients. New Zealand is a small and dynamic market with an increasingly exciting environment for people to enjoy disposable income, however the market is continuously growing in competitiveness. This means retailers and brands need to remain relevant and aspirational, giving the consumer something they deem worthwhile and that excites them.
What do you see as the biggest opportunity?
A wonderful community of open minded creative people to embolden with our ideas and experiments. New Zealanders understand and absorb personal and genuine creativity and so the best we are able to individually educate consumers to our brand ethics and personality the best we will continue to succeed.
The collection
What is the inspiration behind your collection at NZFW?
Whilst visiting NYC for the unveiling of WORLD's T-Shirt for the United Nations, WORLD directors Francis Hooper and Denise L'estrange-Corbet were enthralled by the 'Big Apple' and it's nostalgia. Bringing home the remnants of a by gone era, we have fashioned a collection inspired by the roaring twenties in New York City, in particular the phrase '23 Skidoo'!
What are some of the core fabrications used?
The collection is dominated by a cotton printed floral of butter milk yellow roses and a cotton canvas WORLD map print, both of which come in sleek elegant suiting for work and play. There is also beautifully printed weighted silk print that is in a jacket with a lazer cut portion.
What about key embellishments and detailing?
WORLD is a brand of personality and point of view so our key embellishment is the printed T-Shirt that reads -'Donald Trump is my Drag Mother'. However, within the body of the collection silhouette and shape define the looks, with a chic and modern tailoring that juxtaposes some of the more eccentric fabrications.
Where will the range be manufactured?
WORLD collections are proudly designed and made in New Zealand.