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Together Today: Supporting the New Zealand Fashion Industry

On Thursday 14 May, New Zealand’s fashion industry leaders are bringing together brands and fashion fans all over the country to stop and shop from 5 pm to midnight, celebrating the best of what New Zealand fashion has to offer.

For the fashion industry, the impact of the COVID-19 pandemic has been catastrophic. Together Today is a chance for fashion fans all over the country to show their support.

Fashion designers will offer amazing one-off deals combining discounts, GWPs, giveaways and more to New Zealand shoppers. As fashion companies everywhere have lost revenue and momentum, now is the time to give the industry the boost it so desperately needs. Brands involved include Zambesi, Caitlin Crisp, Karen Walker, Harris Tapper, Mercer Store, Yu Mei, Deadly Ponies, Barkers, Kathryn Wilson, Miss Wilson, Kowtow, and Ruby.

Murray Bevan of Showroom 22 explains how the pandemic has affected fashion in a multitude of ways. “Designers have had to close stores and lose immediate foot traffic and sales. Others have had wholesalers cancel orders or refuse to take orders that were already complete. Stores and designers have had to make staff redundancies, and production houses have had designers cancel orders, leaving them with either no work, and/or finished orders that will now not be paid for. Retail stores have had to battle to stay afloat while paying rent and not being able to trade. Fashion shows, events, buying appointments and international travel has all been cancelled.”

In trying times like these, we ask Murray how brands will connect with consumers post COVID-19. He says “fashion companies need to realise that almost all of the old frameworks for marketing and connecting with their customers from pre-Covid times are gone, and that we are entering an entirely new paradigm. Our agency is currently planning myriad new initiatives and platforms for brands to connect with customers, all formed on the basis that now is the time to try new things and not be tethered by antiquated timelines or seasonal moments. It’s an incredibly exciting time for the industry, full of potential.”

All we can say is watch this space as we continue to profile local brands and their post COVID-19 journeys. And in the meantime, support these brands by following them on social media, reading their emails, engaging with them, and purchasing quality over quantity.

We’ll see you online at togethertoday.co.nz on Thursday 14 May from 5 pm to midnight to make the most of what New Zealand fashion has to offer.

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