Humble beginnings to helping New Zealand's fashion industry

By Lance O'Grady

As we move into the New Year, I thought it would be a good time to reflect on where Pocket Square has come from, and what we have in store for 2014. Pocket Square was started on humble beginnings. Ryan and myself had worked for big digital agencies in the past and found it difficult to serve every client when each of them came from a different industry. One day you’re trying to help a company sell farm supplies, the next you’re trying to sell high-end luxury shoes.

Our question was, “How can you claim to be the expert of every industry?” We quickly learnt that you couldn’t.

So, we quit our jobs and started Pocket Square. A fashion focused agency that specializes in development, marketing and business strategy. Initially it was just the two of us, going out alone in the world, armed with just our experience and industry knowledge.

We also both have a passion for quality and design aesthetic - virtues that the fashion industry celebrates. Now, 12 months on, there are nine of us in total. Ryan and myself, five developers, a graphic designer and a social media/branding expert. We have two offices - one in the Saatchi & Saatchi building, and the other in Albany. 2014 is shaping up to be another exciting year of growth with plans to double in size by this time next year.

2014 is going to be the year of customer experience through their digital channels.

Many brands are starting to see the importance of their digital strategy and how that fits into their overall business.

It’s great to see people taking online seriously, and we’re looking forward to working with some of New Zealand’s most talented designers and retailers, to help them make their way onto the world stage.

We have a few goals for 2014. We’d like to see more New Zealand brands understand the importance of online, and not discount the potential of their online performance being purely based on current results. We’re planning an experiential event later in the year to highlight the experience some brands give their online customers reframing as an offline experience.

We’d also like to see more brands focus on growing their social presence through social media and networking. Though the link between social media and revenue is often overlooked and misrepresented, New Zealand brands need to embrace social media and leverage the blogging community to stay current, keep their brand in the spotlight and put them in front of new and existing customers of theirs.

To help, Pocket Square are working on what we’re calling “The Bloggers Initiative”.

Why, you ask? Bloggers are hugely important for the growth of this industry. They have loyal fans that turn to them for advice. They promote new brands, new ideas and do it all for few rewards. We want to help drive the industry forward and know that by supporting our talented blogging community we can help do our part to grow the New Zealand fashion industry.

All in all, 2014 is going to be a cracker year. We’re very excited to be working with a range of talented New Zealand designers and retailers, and look forward to pushing this industry forward wherever and however we can.

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