Lucire publisher: don't change New Zealand Made
Jack Yan
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Greens find unlikely ally in international publication
Wellington, August 12 (JY Media) Lucire, one of the few locally owned fashion magazines, and the only one translated and published in Europe, has
urged Sue Bradford and the New Zealand Green Party to keep the late Rod Donald’s vision of a New Zealand Made campaign
intact.
Jack Yan, the magazine’s publisher, has taken the opposite view to Icebreaker CEO Jeremy Moon, who believes that the
campaign should be extended to New Zealand-designed but foreign-made products.
‘With respect, Mr Moon probably is not aware of the late Rod Donald’s wish that the New Zealand Made campaign be used to
boost local jobs,’ he says.
‘I have been an advocate of globalization, if done morally. I know Icebreaker has chosen ethical manufacturers. I
applaud Jeremy. But that is not the issue here.
‘Mr Donald was concerned by how globalization did not always help the host nation, and how Kiwi jobs were being farmed
off abroad.
‘The textiles’ industry has been particularly hard hit of late, and Mr Donald knew this.
‘To turn something that Mr Donald believed in into a pro-globalization campaign would be a mockery,’ he says.
Mr Yan says that the textiles’ sector’s exports ‘plateaued’ in 2004 and appeared to continue declining, based on
available figures. He puts the blame on outsourcing.
‘There are clever ways of outsourcing, and there are daft ways. The clever way is to outsource those elements of
production that are simple, and to retain a local production base for more complex or innovative ones. The trick is to
innovate enough so that both countries benefit,’ he explains.
‘However, a lot of companies outsource, without realizing that they are giving away trade secrets to Red Chinese
companies, among others,’ he says. ‘New Balance has already been a victim of a Red Chinese contractor
reverse-engineering, and has spent millions in lawsuits. I do not think New Zealand companies are well equipped enough
to fight this threat.’
Earlier this year, he proposed that a textiles’ sub-brand be created to endorse the sector, separate from the New
Zealand Made campaign, to protect local jobs.
‘I did not want to suggest anything that diluted Rod Donald’s memory. Nor did I want to suggest anything that insulted
those New Zealanders who were pushing for local manufacture. Those are the Kiwis taking the hard way out, and they need
this country’s support,’ he says.
Mr Yan says he is not a Green Party supporter, though he has pushed for strong ecological and environmental aims with
Lucire and his work at the Medinge Group, a Swedish think-tank on branding meeting this month. He was also one of the
first people in New Zealand to write about place branding, as CEO of JY Consulting and a leading brand consultant.
‘I am aware that what companies like Icebreaker do, not to mention the work done by many of my friends in the fashion
industry,. They bring in export dollars and create high-value, intellectual capital-based jobs here.
‘But there is room for something separate from New Zealand Made to be created in these situations.’
Mr Yan pointed to New Zealand Trade & Enterprise’s New Zealand, New Thinking campaign as a sign of what could be done, but specifically for the fashion and
textiles’ sectors.
About Lucire
Lucire, the global fashion magazine (www.lucire.com), started on the web in 1997. In October 2004, it became the first
magazine in its sector to extend its brand into a print magazine. By May 2005, it became the first web magazine to spawn
two national print editions. Lucire became the first fashion industry partner of the United Nations Environment
Programme (UNEP, www.unep.org). It is headquartered in Wellington, New Zealand and published by Lucire LLC. For print
edition information, see .
About Jack Yan
Jack Yan founded Jack Yan & Associates (http://jya.net), one of the world’s first virtual firms, in 1987. His company is based or represented in
over a dozen countries worldwide. Among his company’s interests are business consulting, imaging, software and media,
including the fashion magazine brand Lucire.
He writes on topics, ranging from branding and business responsibility to fashion and typography, in numerous
publications worldwide and is a regular international speaker. He is an executive director of the Medinge Group
(www.medinge.org), a Swedish think-tank on branding. His personal site is at www.jackyan.com, accompanied by a blog at
www.jackyan.com/blog, which was cited by Der Spiegel and Guardian Unlimited within 12 days of its launch.
About JY Consulting
JY Consulting (http://jya.net/consulting) is part of Jack Yan & Associates, an independent global communications company founded in 1987. With representation in Wellington, New York,
San Francisco, London, Essex, Stockholm, Milano and Jerusalem, JY Consulting tailors solutions using researched business principles, based around the organization’s vision and identity.
The company specializes in identity, branding, marketing strategy and global strategy. Its clients have included small
businesses, non-profit organizations and Fortune 500 companies.
ENDS