Competition hotting - Finalists announced for fashion award

press release

FOR IMMEDIATE RELEASE

Competition hotting up as finalists announced for DHL fashion export award

Auckland, 6 November 2013 - Three of New Zealand’s top emerging fashion exporters are a step closer to winning the highly coveted DHL Express Fashion Export Scholarship following an announcement today.

The competition was tougher than ever this year, as the scholarship introduced a sought- after meeting with international luxury online retailer www.my-wardrobe.com to accompany the existing suite of prizes.

The star cast of judges that included iconic designer Margi Robertson of NOM*D and Plume, Max Fashions CEO John Kelly, DHL’s Megan Wildermoth and Fashion Industry New Zealand (FINZ) Chairman Paul Blomfield are pleased to announce the following:

The 2013 DHL Express Fashion Export Scholarship finalists are (in alphabetical order):

• Blak (Tauranga) http://blak.co.nz

• Commoners, (Auckland) http://www.commoners.co.nz

• Meadowlark (Auckland) http://www.meadowlark.co.nz

The winning scholarship package includes international freight to the value of NZ$10,000 as well as a chance to meet with UK buyers from www.my-wardrobe.com. The scholarship also includes coaching in freight and logistics from DHL Express, a tailored export mentoring package from Fashion Industry New Zealand (FINZ) and an annual FINZ membership. New to the prize pool this year, the two finalists will receive freight from DHL Express to the value of $1,500 (runner up) and $500 (third place).

Fashion designers from around New Zealand were invited to submit a design portfolio together with their formal application and were judged by fashion and exporting industry leaders.

“Fashion is an important sector of New Zealand’s export market and through the DHL Express Fashion Export Scholarship we aim to identify the best of New Zealand’s up- and-coming talent and assist them at a pivotal point in their professional growth,” says Megan Wildermoth, national strategic account manager (fashion and textiles) at DHL Express New Zealand.

“This year, DHL Express is offering even more to the scholarship winner by facilitating a meeting with www.my-wardrobe.com. We were delighted with the calibre of entrants, but the chosen three are impressive in the New Zealand fashion scene and have demonstrated strong export potential in terms of design and strategy,” she adds.

This is what all the judges had to say about the finalists:

Blak

John Kelly: “Blak was approached by TopShop in the UK to stock on their concession floor, and the company decided to create a separate diffusion line especially for it. It’s a big win for them that not only did TopShop find them, but they were smart enough to make the economics work. To design something to a price point in very commercially intelligent.”

Paul Blomfeld: “The northern hemisphere is a notoriously tough market to create an impression in. And being in New Zealand means it’s season-opposite, which makes it even more difficult. It’s admirable that Blak has been able to make it work – it demonstrates considerable competence in both design and business strategy.”

Commoners

Margi Robertson: “Commoners are brave. They’ve stuck to their guns in terms of their design aesthetic, which takes a lot of guts. They also have a strong, strategic marketing campaign which is very specific and reflects the clothes well.”

John Kelly: They’ve chosen a tough category and they’ve really got it right. It’s a beautiful range with strong potential.”

Paul Blomfeld: “Commoners has an easy confidence in its design aesthetic, as well as a compelling business proposition.”

Meadowlark

Megan Wildermoth: “Jewellery is one of the fastest growing apparel markets globally, and it translates very well into online purchasing - meaning Meadowlark has potential for export growth.”

John Kelly: “Jewellery has very few barriers to entry which is great, but it makes it very competitive. Many designers who work outside of the jewellery category have ranges so it’s a tough market to be in. Meadowlark has clearly forged its own niche, show promising early signs of broad commercial success.”

Paul Blomfeld: “Meadowlark has achieved what few others have done. They’ve taken the jewellery spot in the New Zealand market, which they’ve achieved through a really great persona and fantastic marketing.”

The winner of the DHL Express Fashion Export Scholarship will be announced at an awards event and fashion installation at 6.30pm on Tuesday 12 November in Auckland.

Previous winners of the scholarship include Stolen Girlfriends Club (2008), Lonely Hearts (2009), twentysevennames (2010), NYNE (2011) and I Love Ugly (2012).

ENDS

© Scoop Media