Crossing the Tasman in style

A host of emerging New Zealand labels have made their first splash in the Australian market as part of an initiative to support export-ready designers.
Womenswear labels aduki, Aquamerino, Dual, Firefly/Red Papaya, Grace and Haley Smith New Zealand pitched their ranges to retailers and fashion agents in Melbourne on April 3 at a showcase event featuring Melbourne retailers and media and organised by Wellington fashion incubator Fashion HQ and the Dunedin Fashion Incubator.
Market Start Programme designer and Fashion HQ manager Tui Te Hau said
the showcase formed part of the Market Start programme - an initiative of Fashion HQ's umbrella organisation Positively Wellington Business, supported by New Zealand Trade and Enterprise (NZTE).
"There's been a really strong reaction from retailers to these designers. It's good for retailers because they're not just seeing one designer but have the opportunity to see a broad selection in one go," Te Hau said.
New Zealand fashion offered a vital point of difference for Australian consumers.
"Firstly there's the design element. New Zealand is known for being dark and intellectual and certainly Dunedin fashion design epitomises that. Also New Zealand design generally is very high quality; it fits really well and has great sell-through potential. All the feedback we've had from retailers indicates that New Zealand labels just walk out the door."
The designers - who also spent a week pitching to retailers and agents after the event - had been selected according to strict criteria, she said.
"It's very important that they meet the grade not only from a design perspective but from a business point of view. They have to have all the systems in place to allow them to meet orders and run a business effectively."
Before leaving New Zealand Market Start participants had attended a full day export seminar, learning the dos and don'ts of freight, pricing, marketing and selling in an export market, she added.
"Australia is our first export market. Fashion designers reach saturation in New Zealand very early in their life cycle and they need to start exporting sooner than later. However if they enter the Australian market unprepared it can be very damaging."