A Milestone In N.Z. Export Enterprise

Press, Volume CII, Issue 30267, 21 October 1963, Page 8

A Milestone In N.Z. Export Enterprise

Although the garment industry is one of the oldest in the history of New Zealand, until comparatively recently it was essentially an industry devoted exclusively to catering for domestic needs. A few small garment manufacturing units had during the last few years ventured into overseas markets with varying degrees of success, but until last month there was never any sugegstion of a concerted drive to gain a foothold on an overseas market. Earlier this year the New Zealand Manufacturers’ Federation, in concert with the New Zealand Textile and Garment Manufacturers’ Federation, empowered their public relations officer, Mr R. MacDonald, to proceed with a project appropriately dubbed a “Trade Mission in Reverse.” Briefly, the concept was to bring a group of Australian buyers in the fashion field to a central point in New Zealand to study New Zealand-made merchandise, and negotiate purchases. As far as is known, such a venture has never been undertaken as a group effort anywhere in the world before on behalf of private enterprise, and even amongst local manufacturers there were grave doubts that the scheme could be operated successfully. It is now a matter of pride on the part of 23 enterprising

garment manufacturers that the first-ever “Trade Mission in Reverse” has been completed successfully. These manufacturers, as a group, financed the cost of bringing, to New Zealand 31 Australian fashion buyers, who in total represented more than 400 retail outlets in five States throughout Australia. Many of the buyers, on arrival at the Wellington airport on Sunday, September 29, expressed doubts that New Zealand garment manufacturers could compete with Australian garment manufacturers as to quality, styling and price. A number claimed that New Zealand visitors to Australia, particularly New Zealand women, were quite definite that New Zealand merchandise was at least five years behind Australia, and that New Zealanders were virtually forced to buy austerity clothing—all that could be manufactured in this country. In consequence, when the buyers began examining the ranges of clothing manufactured by the participating companies in the “Trade Mission in Reverse,” they expressed amazement and delight that they were being shown garments well up to world standards in quality, design, and price. Indeed, many were extremely surprised that New Zealand manufacturers in some cases were using materials from the Continent which had not

yet reached the Australian market.

The result was that substantial pilot orders were placed by a large number of buyers, to an estimated minimum extent of £75,000. When final confirmations are obtained, within the next week or two, this figure could rise to £lOO,OOO. The important feature about this “Trade Mission in Reverse,” however, is not necessarily the initial orders obtained, but the very deflnits prospects of increased re-

peat orders which will enable New Zealand garment manufacturers in this unique export group to gain a foothold in a highly competitive market The “Mission” also achieved another important goal. It completely convinced Australian fashion buyers that this country had quality goods to offer, and that it will pay them in the future when they are embarking on overseas buying trips to include New Zealand in their itinerary. An immediate result had been that one Australian buyer, representing a numda 1 of retail outlets, has already undertaken to send at least one buyer to New Zea-

land early next year to view and purchase from summer ranges of garments. The venture has given participating manufacturers a stimulus to further develop an export trade, and at least three of them are travelling to Australia before the end qf this month to follow up the initial business written. Before the end of the year many more of the participants will be flying to Australia to obtain repeat, and possibly new business.

The general outcome of the “Trade Mission in Reverse” has been to prove, not only to the manufacturers themselves, but also to toe New Zealand public, that merchandise in the garment field made in this country is equefl to similar merchandise manufactured overseas, and that the industry has excellent prospects in toe coming years of developing a substantial export trade.