- Made in NZ
- Family business
- Young design team (innovative)
- Good global reputation
- Small niche market
- Loyal customer base
- Environmentally aware
- Stockist distribution (less risk)
- Very customer-oriented & responsive
Weaknesses:
- Could be more sustainable
- Slightly limited production facilities in NZ
- Yet to have a distinctly recognisable style
- Brand name well known but not widespread
- Alienation of older existing customers?
Opportunities:
- Sustainability trend
- Demand for high quality garments in recession
- Small niche market
- Super fine knit – new technology
- Trans-seasonal marketing (recession)
- Use of social media to communicate cheaply
Threats:
- Less disposable income (AUS and NZ)
- Whole-knit garment technology – need to get ahead
- High fashion competitors (both knit and woven)
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