First prize for Canterbury

Press, 22 May 1986, Page 22

First prize for Canterbury

Canterbury International has won first equal prize in the retail section of the Marketing Institute awards.

It gained first place for its marketing strategy covering the evolution of the Canterbury specialty stores worldwide, with specific reference to the New Zealand market for 1985.

Canterbury International is the whollyowned marketing subsidiary of Lane Walker Rudkin Industries. It was formed in July, 1983. Before that it was part of Canterbury Apparel, Ltd. The company is responsible for the worldwide marketing of urban activewear clothing under the brand “Canterbury.” “This award gives us the knowledge and confid-

ence that we are developing in the right way,” said the managing director of Canterbury International, Mr David Phillipson. “Many people said the rugby jersey would never succeed in New Zealand, but what has happened is that the opening of specialty shops has allowed the brand to grow faster than any other activewear range in the country. “The shops are the first international specialty stores to come out of Australasia, and the success in this country can only give us confidence for America and the rest of the world.

“What is extremely pleasing is that we developed the whole marketing concept with our own people,” Mr Phillipson said.