Lichfield to maintain output

Press, 12 September 1988, Page 2

Lichfield to maintain output

A reduction of activity in Christchurch by Lichfield, N.Z. Ltd, was some time away, said the managing director of the company, Mr John Rogers.

Lichfield had moved into the men’s fashion market and would release a new clothing line, “Blue,” to compete in the upmarket young fashion area, he said. “The future of Lichfield is very healthy,” said Mr Rogers. As long as the company was able to manufacture competitively it would keep its domestic business running.

“If and when cheaper products are brought into the country we will have to reduce our operation, but I hope that is some time away.” Fashion garments were coming into New Zealand but it was more difficult to import standard clothing, said Mr Roger.

Smaller manufacturers making small runs and short deliveries would not survive.

Lichfield was not interested in putting money overseas at this stage. The company maintained associates overseas who manufactured for Lichfield in Hong Kong, Taiwan, and Bangkok.

Domestic manufacturers were threatened because the Government position directed that all domestic production would have to compete with countries with cheaper labour. “As long as people have disposable income they will continue to wear clothes,” Mr Roger said.