Dramatic changes in N.Z. fashion and menswear industry

Press, 14 October 1986, Page 21

Dramatic changes in N.Z. fashion and menswear industry

“Menswear retailers are currently experiencing some of the greatest changes their industry has ever seen,” said Mr Warren Symon, a Christchurch menswear retailer, and a member of the national executive committee of the New Zealand Men’s and Boyswear Retailers’ Federation.

The “free market” approach was forcing retailers not only to be sellers of fashion, but to be fashion forecasters, promoters, and accountants, Mr Symon said. This was directly attributale to the changing attitude to fashion. Although some years ago shops could hold the

previous season’s styles, because it was still fashionable the next season, retailers now have to change shop racks with each season.

“This type of change is healthy because it creates a stimulus for the fashionconscious consumer,” said Mr Symon.

Suits,. thanks to such television programmes as “Miami Vice,” have suddenly became hot fashion items. They are no longer restricted to the businessmany and formal occasions.

In casual wear, imports are gaining popularity, as some of the world’s top brands brands become more readily available.

New Zealand manufacturers, however, are also competing successfully in fashion, reulting in very creative meanswear, with a distinct style of their own. At a time when doom is forecast for the New Zealand manufacturing scene, many of these menswear manufacturers are doing very well.

The plight of the rural sector and GST are two obstacles of the trade, Mr Symon said. “But, for those with the right approach and a positive marketing strategy, there is still a great future to be had in the New Zealand menswear Industry,” said Mr Symon.

Mr Euan Sparrow, of

Ashburton, the chairman of the executive committee for the New Zealand Men’s and Boyswear. Retailers’ Federation, echoes this opinion: “Menswear retailing is entering an exciting phase as menswear becomes more a fashion item. The New Zealand public is becoming more fashion-con-scious because it is following trends set by overseas,” he said.

"As a result, retailers are noticeably more mar-ket-driven in their own buying patterns. The future of the menswear trade, for the innovative and adaptable retailer, is very positive and exciting,” said Mr Sparrow.