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Capital Designers Aim To Boost Exports

Wellington’s leading contemporary designers expect to boost international sales by showcasing their creations at The Wellington Collection fashion extravaganza on Friday.

The Wellington Collection will give international buyers and media previews of Winter 2001 ranges by eight local designers.

The designers include the Collection’s founders Andrea Moore and Robyn Mathieson, as well as Starfish, Zana Feuchs, Megan Tuffery, Nicola Screen, Rachel Fogarty and Menswear label Mandatory.

Moore, Mathieson, Starfish and Tuffery have already exported nearly $500,000 worth of designs to Australia. They aim to boost their export earnings to $1.17 million in two years.

Trade New Zealand account manager Graham Smeaton says Australia is a growing market for New Zealand designers.

“It is a logical first international market for most New Zealand exporters, including fashion designers – close by and with similar tastes. They should explore the Australian market as fully as possible before contemplating Northern Hemisphere fashion centres like New York, London and Milan.”

Australia is New Zealand’s largest export market - with $5.1 billion worth of foreign exchange earnings in the year to June 2000.

Trade New Zealand’s Trade Commissioner in Melbourne, Tui Te Hau, says the group provides the core of the next generation of New Zealand designers producing innovative, high quality goods.

“It’s a great opportunity for the Australians to see the products in their home environment. It also helps lever other products associated with fashion such as wine and food.”

Designer and co-founder of The Wellington Collection, Andrea Moore, says the event was initially sparked by the difficulty in breaking into the Australian market because of high costs and a lack of profile.

She says the event had helped overcome those obstacles.

Today Moore earns half her income from wholesaling to 10 shops in Australia.

Totally Wellington’s Retail, Wine and Food Marketing Manager, Karen McDonald, says the event had grown in three years from a small, local trade show in 1998 to a fashion extravaganza.

“It’s pitched at raising the designers profiles in New Zealand and the Australian market as a precursor to the Australian Fashion Week.

The 150 outfits on show at the Wellington Town Hall range from funky streetwear to working clothes, including suits and separates.

About 1200 people are expected to attend the event including Australian Fashion Week director Simon Lock, and representatives from the Australian Harpers Bazaar magazine and New Zealand’s Fashion Quarterly.

Trade New Zealand has provided financial support to help bring buyers from four of Melbourne’s leading fashion boutiques to the show - Chroma , Essencia, Baggys and Husk.

As well as attending the show, Australian buyers and agents will meet designers individually during the weekend to discuss sale orders.

The show is open to the public – with tickets available through Ticketek at $25.00.


For further information:

Graham Smeaton
Trade New Zealand, Wellington
Ph (04) 496 6480

Tui Te Hau
Trade New Zealand, Melbourne
Ph +61 3 9607 8308, Mobile +61 410 595819

Karen McDonald
Totally Wellington
Ph (04) 916 1212


Released by Sara Darby, Trade New Zealand, Communications, ph: (04) 496 6418


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