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Claudette Lacey
Phone: +64 9 837 1001 ext 818
Mobile: 0275 619355
Email: claudette@highsociety.co.nz
High Society Ltd
Henderson, PO Box 21573
Auckland, New Zealand
Phone: +64 9 837 1001
Fax: +64 9 837 0380
Celebration marks 40 years at the forefront of NZ fashion - 2005
She started 40 years ago as the house model and now she owns the company; Robyn Hall is one of New Zealand fashion's greatest success stories at the helm of one of the country's longest-running fashion businesses.
Hall celebrated her 40 years with High Society - now producing the labels Catalyst, Obi, Mosaic and Chocolat - at an invitation-only event in Parnell, Auckland on 9 June.
Hall's business innovation was evident from the start and in her early days with the company she was instrumental in introducing the mini skirt to New Zealand in 1965. She walked up and down Queen St, Auckland in a mini, pantyhose (which were not available in New Zealand at the time, only stockings were) and Courrèges white boots. This not only gained the attention of every passer-by, the media were quick to photograph this exciting foreign phenomenon, fresh from swinging London and Hall's picture appeared in major newspapers. Pretty soon, every young woman wanted a mini skirt!
There have been many achievements since, but Hall is particularly proud of the way the company broke into the Australian market in 1997. All four labels now have strong customer bases throughout Australia and in 2000 High Society won a prestigious Trade New Zealand Export Award in recognition of growing export sales 500 percent in three years. Australia now accounts for 57 percent of High Society's sales.
This was completely by design and Hall's flexible business strategies - shaping the company and the labels to suit the market - have kept High Society going during the tough times when many other companies haven't made it.
High Society has shown labels at all four New Zealand Fashion Weeks and after last year's Catalyst and Obi show, gained coverage in the world's most prestigious fashion magazine Collezione, which Hall says, is one of the highlights of her 40 years in the rag trade.
Hall has always focused on the business side of fashion and says the excitement she felt at joining the company hasn't diminished with the years.
"Every season you get to re-invent yourself and you live and die by the ranges you produce," she says.
Strong management practices, retention and development of key staff, listening to the labels' agents and retailers and having four labels with quite different markets have been the strategies to grow the business.
High Society is based in West Auckland and the property is part of Hall's growing and impressive portfolio. She sees property as an investment and has homes in the Bay of Islands, Auckland and Wanaka.