Textile Creations is a textile manufacturing business who predominantly manufactures garments from New Zealand and Australian merino wool. Historically, they have worked with designers and other manufacturers to produce garments under the designer brands. These garments were supplied in to retail outlets who service the tourism and leisure market. With the closure of the borders, the tourism market has dropped significantly and, therefore, so has the orders coming in to Textile Creations.
Textile Creations made the decision to pivot by creating a range relevant to New Zealanders that they could sell under their own brand through retail outlets as well as online. They had a lack of knowledge in the business of how to promote their new range via digital and traditional marketing channels, creating content was daunting, and the brand wasn’t engaging for their customers.
Textile Creations were approved for Covid funding through the Regional Business Partners Network which enabled Teresa at Max Marketing to develop a Covid recovery plan that would assist them with their traditional business as well as the new direction in which they were pivoting.
The Covid planning programme focussed on defining the key customer segments for Textile Creations and gaining insight in to the motivations and needs of these target audiences.
Then moving on to the brand stories for Textile Creations, we were able to develop a brand positioning and overall messaging that would also be relevant to their customer.
The final step was to establish which channels they would best connect with their customer segments and put plans in place to optimise each of these channels.
Following on from the Covid recovery plan, Teresa worked with Textile Creations on a coaching programme that helped them to understand the content they should be developing and utilising through digital channels.
The first outcome from the investigation and planning process was that the brand name that Textile Creations was considering for their own range wasn’t relevant to their audience. They also owned another brand, which related more to their brand stories and customer segments. They now use this brand name as the label for their own range (check out www.countrylaine.co.nz).
In addition, they now have a direction to follow for their marketing which has allowed them to grow their customer base, and engage with customers through digital channels.
Reviews
Jo Barker
Why did you/your business engage Max Marketing ?
We engaged Max Marketing to help sort out our product marketing, social media and overall designs. This lead to overlook of websites as well as forward planning
How did your marketer help you and your business achieve results ?
Results are still ongoing as we have are currently working on product to load onto online website. Flow from here to marketing brochure and social media
What results have you seen so far ? / What results do you expect will come from your plan ?
We have had positive results with new clients and also activity on the main Textile Creations Ltd website. We have had enquiries from Australia as well as New Zealand
What was the highlight of working with your marketer or the outcome you were most pleased with ?
Teresa was so easy to deal with and made things far less daunting over social media and planning going forward. We will be using her further as we start ramping out or online site
How many employees does your company have ?
Altogether we have seven staff based in Auckland and an Agent in Christchurch
We would highly recommend Max Marketing especially Teresa as their ethos works well within our New Zealand market. They focus on you as the business and work at the level you require mixing ideas and promotion ensuring it is a joint venture not just someone coming in with a book or pieces of paper saying this is what you need to do and leaving. Also the personal touch and ongoing assistance is invaluable. Having that other person who is one removed from the company is a bonus
Jo Barker
Owner,
Textile Creations
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